Flash-mob future?

Given developments in the market for sporting mega-event sponsorships (i.e. the sale of rights to a small number of top-level sponsors), the phenomenon of ambush marketing has emerged. With developments in social networking, allied to sponsors and ambushers looking for new and innvovative ways of protecting against ambushing, of engaging in ambushing and of promoting counter-ambushing (i.e. get the ambushers first before they get you), what role might activities like flash-mobbing play?