Envision this: * You want to redo a drab room's walls with fancy faux finishing. So you go to your neighborhood's home and garden retailer--not to purchase refinishing supplies--but to demand an on-the-spot mini-seminar about faux finishing techniques. * You're making a fresh start at getting your financial house in order. So you go to the branch of your local bank--not to open an account or set up a Certificate of Deposit--but to demand calculators that will easily help you set up a familybudget. * You're a restaurant owner with a few concerns about food safety. So you march into the office of the vendor from whom you bought your commercial warewasher (that's industry lingo for what we at home think of as a dishwasher) and demand the latest news about safe food handling practices. INTERNET EXPECTATIONS In the brick-and-mortar world, the end-result of actually proceeding as suggested in any of the above scenarios would not be your getting the information you need. You'd be much more likely to end up with puzzled looks and, possibly, references to the local library, bookstore, or magazine and newspaper kiosk. You would also probably receive an offer to actually sell you the refinishing kit, the Certificate of Deposit, or another commercial dishwasher. Worst-case scenario would be a security escort to the establishment's front door. In any case, it's highly improbable that you'd end up with the detailed, specific information you sought. How many of us would ever walk into a brick-and-mortar commercial establishment and make such demands for information? And how many retailers or vendors would offer detailed information--without also giving a direct pitch for their products? The answer to both questions, of course, is none. But that's the brick-and-mortar world. The point-and-click world is quite different.
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