And it worked well for the launch of a British pop group called the Arctic Monkeys, whose first record went to the top of the British charts in 2005 largely thanks to being marketed by fans on the internet.

ECONOMIST: Idea

As music blared over the piercing squawks of unruly monkeys and the chaotic shouts of a group of Moroccan tribespeople, Christian Santelices froze in his tracks and considered his next move.

CNN: Moroccan multisport

As a group, professional money managers were no more capable of beating the market than a bunch of monkeys throwing darts at the stock pages of The Wall Street Journal.

FORBES: Why I Index by Rick Ferri