When asked by Debbie Millman in an interview :
Do you think the part of the brain that seeks community is awakened by communal brand experiences like MySpace, YouTube, or the iPod?
Yes. But there is a dark side to this. People develop communities that define themselves and isolate them from others. This leads to a kind of estrangement from everyone else. And before you know it, there's a class or status war, or some other sense that we're more important because of our desires, or a sense of betterment because we have good taste, or because we earn more money. That collective identification quickly turns into a way of excluding others from humanity. We have to be so cautious of this. It is an endless cycle of human history. A collective consciousness develops within a tribe, and everyone outside becomes worthless-it's a prevailing pattern in humanity.
(excerpt from the MIlton Glaser interview - from Debbie Millman's new book - How To Think Like A Great Grpahic Designer )