Though I don't think 'kids' are the only ones taking part in this marketing-less marketing, I think it's really interesting how, as Bakan points out, power relations are Panopticon-ized by Facebook and other social media (GooglePlus? No clue, I don't even have a Facebook...). "Kids, like the prisoners in the Panopticon, now bear the power marketing holds over them, and the marketers, like the Panopticon's guards, drop from view, their power now automatic and self-executing, all the greater for its invisibility."
Bakan's argument, and the notion of the Panopticon itself, complicate notions of author role and reader role. The Author can (and does) still hold power when invisible, and perhaps holds the most power when invisible. Think about stories without known authors; perhaps these unknown authors seem even more infallible than their known counterparts because we can't contextualize the work within their identity. They seem more objective. And I think an argument could be made paralleling hypertext and the Panopticon, where the readers can, to a certain extent, take on the author role as well.