Marketing departments are starting to realize the real world isn't twitter and after decades of wanting feedback and seemingly got it from social media they never stopped to ask if the data they were getting was valid. A few are starting to realize that 10% of the population is on twitter and it's largely not the 10% that buys a lot of products people are selling.
Its still going to take a few more years, but I'm seeing it now as Gen X start getting into C level positions across industries.
And the folks behind this: MasterCard. Their national ID has banking attached and managed by MasterCard.