Time's Person (people?) of the Year choice of "You" has solidified what PR practitioners have been grappling with for the past two years: that the average consumer has tremendous power to impact news and information. The almost meteoric rise of YouTube this year was undoubtedly the catalyst for Time's decision. For those who long for the days when the magazine's choice was an actual person rather than a figurative idea, the choice may seem a bit groan-worthy. But perhaps the move will help sway the handful of people who have yet to adopt a social media strategy to get on the ball.