Preface

Four years ago, we began this book with a story of a man who discovers a talking dog. When asked what the dog said, the man replied, “Who cares? It’s a talking dog!” For several years after its inception in the early 1990s, the Web was the talking dog, fascinating in its very existence. Then businesspeople discovered that they could sell things using the Web, without paying the huge production and distribution fees that print and television advertising required. Web sites became commercial ventures almost overnight, and a period of rapid evolution began for this new medium. As the Web evolved, the problems faced by its developers were the same ones faced by any industry as it matures: people started to care more about factors like value, ...

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