We don't have titles on our business cards. No one really gets any special treatment. No one gets a corner office to put pictures of their family and their dog in.

You start losing a client the moment you get it.

First, this isn't about telecommuting, because we still have offices that people will come to regularly when they need to brainstorm together, meet with clients, or do research in the library.

But I think technology advertising will have to stop addressing how products are made and concentrate more on what a product will do for the consumer.

We set up a beta site, a test site, with movie, music and book reviews. If you're reading them and you want to buy a book or a ticket for a movie that's reviewed on the site, you can do that without leaving our site.

Research we've done seems to indicate that people who are on the Net like the idea that they don't have to leave what they are reading to go buy something.

One is that that's the way we started and we thought there would be more value and less confusion if the business model was just based on delivering news that's of value to Web sites.