Under this neoclassical economic theory the information environment is a market where power holders attempt to monopolize the exchange of identity (goods) for loyalty (cash or currency) with citizens, subjects, consumers, etc. Loyalty is necessary to make basic societal functions operate --service in the military, payment of taxes, support for a political party or state, tolerance of government corruption, and even the willingness to stay in a country. Citizens seek back a sense of identity (including a hopeful and secure future and connection to the past).
In Iran's case, the market was loosened during the election, allowing a competitor for loyalty to surface. However, Twitter, Facebook, and other social networking tools challenge the ability of Iran's regime to shutdown that openness. It's a new market, and with another competitor, loyalty has plunged, creating massive instability.
Under economic theory the loss of control is greatest when the demand curve is most inelastic (i.e., some what oversimplified, when it is the steepest). The historical absence of competitors for loyalty in Iran means the curve is very steep and so the drop (with the appearance of a competitor) is hugely destabilizing.

For more background on Market for Loyalties theory, see Paul D. Callister, Identity and Market for Loyalties Theories: The Case for Free Information Flow in Insurgent Iraq, Saint Louis University Public Law Review 25.1 (2006): 123-153. Available at: http://works.bepress.com/paul_callister/3.



