E-readers have become a hot consumer electronics product.

Why have these companies not enjoyed the kind of popularity enjoyed by hot consumer discretionary and financials?

Apple's component suppliers seem almost eager to stoke iPhone rumor fires, and all the hot , hot consumer anticipation surrounding them.

Analysts have highlighted Arcos Dorados as a way to invest in a blue-chip brand with exposure to the hot consumer sector in an emerging market.

But to entrepreneurs in the white- hot consumer Internet boom -known to many as Web 2.0 -Arrington has become a power broker.