When you "Go Psycho" with your web marketing it means that you understand your web market as a group, and this understanding is about what motivates, attracts and engages your market as a group and as individuals that agree with the values you offer.
This means that your web business will grow by working with people rather than trying to exploit them. Exploiting is a tough one to pull off on the web for any length of time, in which case it's not a business that can survive. Someone will 'out' the offender. Ask Rupert Murdoch!
It's just good web business to work with people whenever possible. Reputation and trust takes time to earn and a web business that looks at the long term is going to tap into beliefs and values that let the website earn the market's trust.