Em 1997, com apenas 18 anos de idade, Ethan Kaplan (hoje ‘Vice President of Technology, Warner Bros. Records’) escrevia, num jornal onde trabalhava, sobre a necessidade de se perceber a net por aquilo que era e não tanto por aquilo que se querereria que fosse.
The Internet is not a medium for the presentation of static pages of content, where you expect a user to just read it and not react. By its very construction, the Internet lends itself to people communicating with other people, and as far back as the beginning of the technology, e-mail and discussion groups formed the core of the online experience. When you provide your visitor with a “voice” in the context of your website, you are not only engaging them in a way that is much more tangible and active, but you are also promoting the notion that your site is a unique place where the user has a say in its construction. Too often websites are constructed under the “if we build it, they will come, buy and leave” philosophy. What this fails to do is engage the user in active participation, which is the fundamental model for Internet “surfing” in general.
We want to change “if we build it, they will come, buy and leave” to “come in, login and live.” The goal here is to make the site the users home on the Internet, and base the rest of their surfing experience off of the online community we provide.