What is the "Higgs Boson" of Internet Marketing?

Unlike the "Higgs Boson" that has just been discovered, laws of the Internet Marketing are more known and used that we actually realise sometimes. They made great effort to find that little particle that would explain that unseen force that gives matter the mass it has. In Internet Marketing we have such an unseen force as well, a force that we can't see, we just know it's there, we can feel it and it gives things 'importance & value' just like the particle gives mass. It's no secret, nothing that you never heard of, and still, few actually realise and use it at its most potential. It's called: RELATION !