Video site YouTube shares its advertising income with its users. It calls these people user-partners. User-partners are treated as other content partners (yt). Brands, especially new brands, unite people. People who structurally or incidentally add value to the brand, are rewarded. Other people pay for that (now we pay indirectly, through advertisements, but in the end we will pay for the services, the experiences offered). Many brands will start using this form of co-creation. This is only the beginning.