management while getting customers to invest more effort and time themselves (such as by cleaning up after themselves in restaurants), McDonaldization gets prosumers to perform more work without paying them for their labor. Origins and development The blurring of the roles of consumers and producers has its origins in the cooperative self-help movements that sprang up during various economic crises, e.g. the Great Depression of the 1930s. Marshall McLuhan and Barrington Nevitt suggested in their 1972 book Take Today, (p. 4) that with electric technology, the consumer would become a producer. In the 1980 book, The Third Wave, futurologist Alvin Toffler coined the term "prosumer" when he predicted that the role of producers and consumers would begin to blur and merge (even though he described it in his book Future Shock from 1970). Toffler envisioned a highly saturated marketplace as mass production of standardized products began to satisfy basic consumer demands. To continue growing profit, businesses would initiate a process of mass customization, that is the mass production of highly customized products. However, to reach a high degree of customization, consumers would have to take part in the production process especially in specifying design requirements. In a sense, this is merely an extension or broadening of the kind of relationship that many affluent clients have had with professionals like architects for many decades. However, in many cases architectural clients are not the only or even primary end-consumers. Toffler has extended these and many other ideas well into the 21st-century. Along with more recently published works such as Revolutionary Wealth (2006), one can recognize and assess both the concept and fact of the prosumer as it is seen and felt on a worldwide scale. That these concepts are having global impact and reach, however, can be measured in part by noting in particular, Toffler's popularity in China. Discussing some of these issues with Newt Gingrich on C-SPAN's After Words program in June 2006, Toffler mentioned that The Third Wave is the second ranked bestseller of all time in China, just behind a work by Mao Zedong. Don Tapscott reintroduced the concept in his 1995 book The Digital Economy., and his 2006 book Wikinomics: How Mass Collaboration Changes Everything with Anthony D. Williams. George Ritzer and Nathan Jurgenson, in a widely cited article, claimed that prosumption had become a salient characteristic of Web 2.0. Prosumers create value for companies without receiving wages.