Are you more likely to pay attention to a product recommendation from a Google ad, or from a local parent you know and trust? If someone you know in your neighborhood offered you a useful product sample to try at just the right moment, wouldn’t you be more likely to try it with an open mind than if you were handed something randomly by an employee at a store? Most people prefer to learn about products (and a million other topics) from people who they already trust. Macaroni Kid does a better job than anyone at building a national infrastructure of trusted local influencers, and big-name brands are taking notice.