"The point of Facebook is the exclusivity," said Aaron Cohen, chief executive of Bolt, a New York social networking site.
The affiliates "have a very legitimate interest in a certain level of exclusivity," said Martin J. Yudkovitz, president of NBC Interactive Media.
"This card is not only about the benefits, but also about experiences and exclusivity," said Porush Singh, a senior vice president of MasterCard for the Middle East, Africa and the Asia-Pacific region.
iPad advertisements on print publishers' applications cost $75,000 to $300,000 for a few months with some exclusivity, said Phuc Truong, managing director of Mobext U.S., a mobile-marketing unit at Havas Digital.
"Big money gave him the feeling of exclusivity," said one executive who has known Mr. Khodorkovsky and his partners since 1990, adding that his achievements made him think he could run the government better than others.
"With electricity, the only way to capture the interest of investors is by modifying the Constitution and removing state exclusivity," said Juan Camilo Mourino, a member of the lower house from the National Action Party and chairman of the chamber's energy commission.
"When you walk into Macy's, you are hit with a huge assortment, but when you walk into Bloomingdale's, you are hit with elegance and exclusivity," said Dawn Robertson, president of Federated Direct.
"Rao's is not about exclusivity," said Sonny Grosso, who was born around the corner from Rao's and holds forth every Monday at his table near the jukebox.
"I believe that in a world which is losing the meaning of quality values, often preferring excessive visibility instead of quality, it is very important to keep high-quality standards and to focus on good taste and exclusivity," said the executive.
"Young people like exclusivity," says James Wangers of Automotive Marketing Consultants in Vista, Calif.
