The one thing that seems to be an interesting hypothesis, which we will see if it comes true, is that this might actually make the next presidential election the more positive. The thinking is that because falsehoods and excessive spin can be outed fast than before, politicians, cannot play that game and therefore have to be more true to themselves. People will also be accepting of the real personal nuances and even shortcomings. Perfection will not be trusted or believed.
Regardless, it will be a real wait and see. The Brits are one step ahead with 10 Downing having their own YouTube channel and attempting to try and open up the behind the scenes of what these folks elected by the people do all day with the people's money. In fact here is Tony Blair's first ever YouTube address of a World Leader, followed by new Brit PM Gordon Brown heading to his first day of work yesterday.
This is just the next step in furthering consumer's expectations of brands themselves becoming more transparent. Consumers will always expect and accept to a degree brands positioning themselves and using flashy "ads" (be it on TV, web, the street, whatever...) but they will not accept falsehoods or two facedness. They will hold you up to what yo believe. Which is great if you as a brand have a true and pure mission. The challenge is to get it out honestly.
Sure some companies through basic size and lack of choice (telecoms and banks) will for the foreseeable future be able to play the game they always have but for most brands in ever more competitive landscapes you just can't see this being the case.