"There's a desire to step out of the rat race, and in America, that goes very deep in the national psyche, " says Nick Rosen, author of "Off the Grid: Inside the Movement for More Space, Less Government, and True Independence in Modern America" and editor of www.off-grid.net.

CNN: 5 great spots for dropping off the grid

For now, though, "companies are still taking a wait-and-see approach, " says Broc Romanek, editor of TheCorporateCounsel.net, a website for corporate lawyers.

WSJ: Earnings Not Yet a Viral Sensation

The benefits brought by this brand synergy are also recognized by Marco 't Hart, founder and editor of the Netherlands based in-flight meal monitoring website airlinemeals.net.

CNN: Celebrity chefs create mile-high menus