I agree, most of the time good ideas are destroyed by perfecting that idea for certain structures. With the internet you can reach audiences more directly and skip certain levels to quickly get results. Using social networks and other tools can give your idea an audience and connect them with it. Another advantage might be that you can give them that idea for "free " as youtube and google do. Because I can use it for free my expectancy is lower and therefore it could turn out more positive. That's one of the oldest marketing tricks in the book. If I get something for free and it works I feel really lucky. But if I pay for something I simply expect it to work.