Abizern Point granted. Of all the billions spent on hundreds of thousands of web sites, Amazon did manage to build a bit of a brand in the online book business... but I don't think it is sustainable. Amazon was first, has plowed through hundreds of millions in losses, and got the benfit of huge prolonged journalistic exposure. But now Amazon is into everything and they are squandering their book "brand." But my point is that the web is not the medium to build a "brand." If "Survivor" proved nothing else it proved the incredible fascination and drawing power of "personality." Survivor the "brand" is not worth anything, if the second round has no "personality" to engage us it will be a big wash out. To stick to my point, I think that web advertising dollars spent to establish a personality would probably work better than trying to establish brand equity. And because I want to "interact" when I am on the web, I think that web advertsing will really start to pay off when the ad is dynamically generated on the fly and specifically targeted to me... with all of my quirks, preferences, interests, and temptations. That gives me an incentive to "interact with it," which is what the web is all about. I think people that are trying to bring "rich media" to the web, in order to mimic TV advertising, had better go back and read McLuhan again... that's not what this medium is all about. John