Are Citizen Consumers Writing a Brand's First Draft?

Are Citizen Journalists Writing History's First Draft? Dan Gillmor thinks so:

We used to call mainstream journalism the 'first draft of history.' Now, I'd argue, much of that first draft is being written by citizen journalists. And what they're telling us is powerful indeed.

Switch contexts to grassroots product evangilism, and we have the makings for a transformed marketing landscape in which citizen consumers create a product's the first (and continuing?) story. Will branding ever be the same?