Found this rather useful quotation from the James Surowiecki’s Wisdom of Crowds in the Decker Marketing blog which I would recommend that you read. Which shows that the waggledancing idea is n established one and is gaining traction.

"What is important is the way a colony gets to that collectively intelligent solution to find nectar. It does not get there by first rationally considering all the alternatives and then determining an ideal foraging pattern. It can’t do this, because it doesn’t have any idea what the possible alternatives – that is, where the different flower patches – are. So instead, it sends out scouts in many different directions and trusts that at least one of them will find the best patch, return, and do a good [waggle] dance so that the hive will know where the good food is.

This result is an optimal distribution of bees per nectar source, and the most efficient model of production for the hive.

As a bee (consumer) I too would follow the waggle with the highest chance of finding what I want (replace “nectar” with the “right cell phone” I’m looking for right now)."