A telling quote from Mya Frazier’s Advertising Age article:
The tight controls will work against Wal-Mart’s goal to make the site more edgy and will instead cement the retailer’s image as a conformist brand, said Tim Stock, a researcher with New York-based Scenario DNA, a research firm devoted to studying Gen Y.
“The second you try to create boundaries and draw a line around content and put a box around content, it becomes something else. Teens aren’t searching for what a company deems relevant, but what they deem relevant,” Mr. Stock said. “You can’t own it. When anyone tries to own it too much, then it becomes a problem. That’s the impression I get on this site.”