An aside: why do the content mills (I like that phrase) like the word ‘consumer’ so much? Has the image of couch potatoes slumping before television made them used to the passive ‘consumer’? A customer by contrast is an active participant in a sale. He haggles, dissects, cribs, drives you wild. I think the content mills have forgotten how to deal with a creature like that, with their increasing dependance on statistical models of ‘consumer’ behavior.