In a long tail marketplace, there are more niches, more opportunities to break through in one specific category as "best."
The long tail also means there are more places to become famous in -- online and off line.
Social networks and media have increased the likelihood that it is your peers who will vote for "best."
This photo has been awarded multiple badges of excellence and recognition by peers on Flickr. The photographer has graciously thanked each one of them.
[The view of Ellaidhoo from the doni, the traditional Maldivian boat -- courtesy of Andrea Cassani, Flickr]