Alternatively, and quite rightly so, a push model, suggests the "eat what you are given" model which often delivers greater "newness" but also at the expense and responsibility of the delivering organization to continue to innovate from within. Aligning with the consumer can then become another mechanism for tired design and complacency.
Aligning with consumers can be viewed as a mechanism for outsourcing "newness" to the group - that the social consensus holds more collective vision than a core team of specialized creators - the European model. Oddly, from within the design world: aesthetics, visual direction, and even in many cases functionality, specialized creators vastly push father than collective alignment.
Simply the innovation cycle comes from aligning by pulling, but 1st from creating by pushing, researching requiring development, investment and leader based deployment. Social media is not the answer, but primarily a step in the direction of awareness equaling breakthroughs and equaling innovation via creation deployment.