of Web micromarkets - and how these differ in kind from those of conventional mass markets - are likely to use personalization to start genuine conversations with their natural online audiences.
Conversely, companies that view the Web as yet another mass market ripe for "penetration" - and other corporate euphemisms for rapine and pillage - will be tempted to use personalization to abridge individual privacy. The backlash from such ill-advised efforts will be massive, and is already generating much - and much-needed - debate.
Christopher Locke is editor in chief of Personalization.com. Previously, he developed Net businesses for CMP Publications, Mecklermedia, MCI and IBM (IBM). He's currently completing The Cluetrain Manifesto, due in January from Perseus Books.
