A creative consumer describes any “individual or group who adapt, modify, or transform a proprietary offering”. Traditional consumers simply use and consume products and services. Creative consumers not only use and consume them, they also change them in some way. Consider for example the hacker George Hotz, who unlocked the original iPhone and hacked Sony's PlayStation 3; he gave these hacks away free. Another example is Jose Avila, who made FedEx furniture for his apartment exclusively from Federal Express boxes. A third example is Jim Hill, a devoted Disney fan, who designed and delivered guided, but unauthorised, tours of Disneyland.