Are video games affected by the audience?

The way in which VG companies go about getting their audience can be very simple ideas such as:
Synergy: e.g Tomb Raider Lucozade 
Also they use big marketing schemes such as in June 2007 Halo 3 began its marketing campaign using all sorts of things from tv adverts to Burger King wrappings (halo 3 marketing). 

But are these big companies doing these marketing schemes to get out attenion or are they doing it because the audiences are affecting the way in which companies have to advertise? 

Society nowadays is mostly a Digital Native generation so therefore companies need to bring their advertising techniques into the modern age, for example sending out texts to Orange users about products they might be interested in, advertinsing other products on shopping bags and even adding hidden easter eggs of demo games on other big video games.

Facebook Generation

When people first get onto the internet nowadays it seems that the first thing they log onto is Facebook, Why?
How many members does Facebook have nowadays? If you look at your Facebook profile I bet that you have more 'friends' on there that you have never met than the ones that you have.
I always wonder does the way you use Facebook affect the way that Facebook works for you?
People are even making Facebook accounts for inanimate objects, how the hell can a sausage roll update its status?
If you play certain games or have certain things in your 'interests', I have found that the little adverts you get down the right hand of the screen correspond to things you have done on it, I don't know about anyone else but I find this slightly scary.
If you tried to hide from the government, how hard would that be? If you think about it you could pretty much look up all details of people just by having a few bits of information about that person.......