This paper identifies the mechanisms that have gradually made the consumer an active participant in the process of producing commodities, especially regarding intangible goods. The latter are specific in that their value is highly uncertain, and socially constructed. Institutional spheres have long played the central prescriptive role as cognitive authorities. Communities of consumers–?who broadcast and share their views and comments–?now contribute more and more to the production of commodity value thanks to new affordances of digital networks to foster visibility. Meanwhile, lower entry barriers expand the circle of creators by including amateurs aiming to build their own reputation. Cultural and creative activity becomes a resource to construct one’s personal value in digital space.