"Consumers have become the medium" - more on Microsoft photoshop fiasco

Adage analysis of the Microsoft Photoshop Fiasco by Kunur Patel carries this delicious quote:

"In the past we've designed work that treats our consumers as a destination. What we've seen since digital technology has become a force is that our consumer is actually passing on our work and interpreting our work, and sometimes making it worse. Consumers have become the medium. This is an advantage or disadvantage, depending on the work we put in their hands."

The Microsoft Photoshop fiasco was discussed all over the web, as people wanted to suss out if Microsoft Poland was being racist or just stupid, and it even spawned photo shop remix threads such as this one over at Somethingawful. IMHO the winner is the "hid and seek in the office".