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A website can be a vehicle to display Mass Medium content, which indeed is how most newspapers, magazines, and broadcasts use it. However, that merely replicates online the hallmark limitations of Mass Medium vehicles and doesn't take advantage of the New Medium's ability to display a precise match of specific information to each and every recipient's individual needs and interests, however different those receipients may be.

The world is not designed intelligently. There are no hidden masters or experts who understand it all. I was wrong. As James Dean said, "It's just us chickens." Let me explain how I came to that conclusion - and, while I'm at it, how the heck I ended up on this stage.