The Trusted Advisor optimizes for customer satisfaction. It is more complex, warmer, and gives more targeted advice, and customer satisfaction always rises whenever the Advisor is used. But installing a two-question engine that leads customers some acceptable products is faster to implement. It appears that the e-commerce companies do not yet realize that customer satisfaction during on-line buying is important. By the end of the summer of 1999, InSite was reaching the end of its resources. The cofounders are using their own money to meet payroll while the company searches for a way to move forward. Venture Capitalists liked the idea, but they were unwilling to invest without a growing list of happy customers and a healthy pipeline of potential buyers. A good idea will die unless the company can convince investors (and customers) that the product is worth the price.