I just saw this on post on Twitter that points out how fast business is changing.
Without speaking for @wireddaniel, I believe the reason it makes him feel better is exactly why I feel better about buying from a company who engages on Twitter. (Or Facebook, etc.)
That is: There is an inverse correlation between openness and trust. The more open a company is, the more I trust them. the more closed (or controlled the message is) the less I trust them.
Embrace it!!! Make sure you are on the social networks and building relationship in them. Then….just give incredible service and be transparent with your customers, and they will reward you by buying from you and telling their friends.