Organizations are spending millions of dollars everyday in the development of online collateral. Much of that investment will be spent on puffery and hype by organizations that are targeting markets. However, some organizations will create environments where an exchange of value takes place.
A couple of years ago I read an article in USA Today about the daily closing of newspapers. I remember being perplexed when the author said of newspaper readers "they'll have to figure out how to keep up.... without a 170-year-old staple of daily life: a local newspaper". It seemed obvious to me the readers had already "figured" out how to keep up and it was the 170-year-old newspaper that had not.
Huff
