It was heartening as ever to see so much thinking summed in as simple way as possible which is of course the art of being an internationally famous marketing guru. However it also gave me a warm glow as we shared some thinking on the way web sites needed to work with Seth back in 2005. We arrogantly called it 3G web site theory as in third generation web sites (this was before the phrase web 2.0 was coined, we were always ahead of our time ;o) it was based on the idea that a web site had layers like onion rings which denoted how much access a user had a web site data and how that access could be controlled by user behaviour. As users downloaded assets, signed up for things, engaged in conversations so their access level increased until they'd reached the level of Superfan.

What goes around really does come around!