Seth Godin talks about his newest book "All Marketers are Liars".

02:50 into the video he says: "Technology gives you a shot at marketing".

This is control point of the first kind: "remarkable product", i.e. something that gets you a foot in the market's door. Two more control points to go: ... still need to find good words to describe them.

Google makes mashup easy to make

a new feature of its maps service that it plans to launch on Thursday called My Maps. It lets anyone create mashups by essentially pointing, clicking, dragging and dropping. I used a temporary log in and password since the feature hadn't publicly launched yet, but normally I would log in using my Google account information.

Simplifying user control enables greater flow of information. Users can easily add his/her own software "tools" to Google's ecosystem. Each tool has a built-in control dependency on Google Maps ( source), which creates a long-term control point in the mashup application space.
Control is made easy and its elements are given away - a powerful approach to control point creation.