Scene: Trendy restaurant in NYC, we are sitting with our prospective client who is with her “marketing consultant” at a dinner meeting. Prospective client has already downed two drinks in rapid fashion.

Client: “Our product is going to become ubiquitous in the marketplace. We need millions of customers.”

Us: “That is great, how do you plan to achieve this goal?”

Marketing Consultant: “We are going to use the power of the web.”

Client: “Yes we want you to help us harness the ‘power of the web’ to get this product out there.”

Us: “Can you be more specific? There are many tactics…….”

Client: “The power of the web is it.”

Us: The “power of the web??”