We vs. They

OM Malik didn’t like my we company thing.

He thinks all companies are "by definition" they companies.

I don’t think so.

The world is changing.  Technology is empowering the consumer like no get out.

And so you’d better involve the consumer, make them enjoy doing business with you, and make them part of your company, and give them something for doing that.  That’s "we company" behavior.