John Duhring:

Imagine being 10 years old, in a schoolyard, and one of your friends tells you something. Later, another friend sees you and asks what the first one said. You say, "sorry, that's a secret." What happens? Well, your second friend can decide it's worth his time to offer you part of lunch or maybe he'll tell you something valuable in trade for what you heard earlier. You decide among you what is right.

It is human nature to restrict and to reveal.

The relationship between service and audience on the Web will grow more intimate as the user sets expectations higher and higher. Along the way, the users will want to speak, to expose their own interests so the service can offer more personalized information.

Web services will begin to accumulate very intimate knowledge about their users.

In our offices we run WebCrawler. It's amazing to watch the keywords come in from users. We can tell that most surfers are just "kicking the tires" on the Internet -- surfing with no particular place to go. We can see that when users aren't finding what they are looking for, they will rephrase their search again and again in hope of getting the results they seek. Search terms are like ad hoc user-interest profiles. The WebCrawler team is looking at how we can have users register to receive material based on their personal preferences. We have to be careful, because many times users don't really want others to know about all of their interests.

Some Web producers will have problems with how they acquire and use customer data. HotWiredfound that many users just wouldn't access their site if they had to fill in a registration form, so they dropped that restriction altogether, forfeiting that data in order keep their site usage up.

In general, users will choose their services based as much on their trust of the people behind the service as for any other factor

Brainstorms Tomorrow Mind to Mind