Influence Ain't What It Used To Be. Or Is It?

In the past, it was assumed that mass influencers were influencing - maybe they weren't. But, did anyone actually prove it? If they had, would we all know this aphorism?

"I know half my advertising dollars are wasted - I just don't know which half!"

Haven't we always been influenced by those closest to us? It's just become more apparent because we can now know much more easily what like-minded people are thinking and liking.