Collective
This one word is the source of all the power that people have in this world, including autonomous online communities, nations, tribes, and industries.
On both online and physical venues, greater communities provide more value and attract more attention. They monetize that attention to the marketers on the Internet. However, not all people can make money from advertising; millions of tiny independent artists are among them. (Even so, I have no complaints regarding the internet advertising.)
Openness, incentives, freedom, and return on value creation are the builders of better communities.