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Man, there's this whole other universe out there. A universe filled with marketing executives, and the kind of dim-wits who base their future on chasing venture capitalists instead of going out and getting a real fucking job.
Have a look around. You'll find dozens of sites where people spell out, in complete honesty, "How to make money for your business through the power of Blogg-ing! Send us $750 for your conference ticket now!" You'll find sites like the the first one you link, where people feel the need to spell out, step-by-step, how to make your site look like the latest fashion so you can pull customers too! Shit man, it makes me want to go back to animated gif dividers and embedded MIDI. At least that lacked pretentiousness. What's even funnier is that I found this site on del.icio.us, where dozens of people have linked to it, leaving little comments like "interesting article about how to make a web2.0 site". Man. Too many n00bz, not enough bullets.
dude im all for standards.. e.g. w3, ieee, tcp/ip, etc but cmon... "culture"? sky blue? ovals? and it gives off that same creepy old navy (or gap?) "EVERYONE IN VESTS" vibe. update your moblogs! podcast your rss feeds! be a wanker!