Here, ‘going with the flow' means understanding that the searcher, or internet user, is steering the boat. We do not seek to attack them with ads. Instead, we prepare the advertiser for the user. And, thankfully, the Web 2.0 searcher is ready for e-commerce in a way those on Web 1.0 never were. The proof: SEM and SEO works.
Free content can still be free. The Internet is, more than anything, a mass network of individuals who have an easier and easier go of it in skirting the traditional keepers of the gate. The trick is to get users to come to you when they are ready to do so, on their terms. That's exactly what we do best. For better or worse, Web 2.0 is here to stay. The wise will find out how to participate. For the rest, there are VCRs.
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