Once a teen has been identified as part of the 'target market,' he knows he's done for. The object of the game is to confound the marketers, and keep one's own, authentic culture from showing up at the shopping mall as a prepackaged corporate product.
You have record companies that sign acts that they think are great, and then they never do anything. Acts that they don't think are really going to do much end up having a career. I don't think anyone really knows what it is that drives somebody to get on their computer and want to download a song.