In my view, the problem Jon has raised for discussion is one of a great many that have surfaced because institutions “elided” users from business interactions. One of the main reasons for this is that institutions had computers long before it could be assumed that individuals did.
It will take a while for our society to rebalance – and even invert some paradigms – given the fact that we as individuals are now computerized too.
This is the core of VRM, which is about equipping individuals with tools of independence and engagement.
It is, indeed, paradigm inversion.