As a new medium for sales, the Internet offers a powerful value proposition but hides a problematic reality. On the one hand, the Internet offers an unparalleled opportunity to get accurate, relevant information into the hands of consumers-aiding those consumers in their buying decisions. Web sites cheaply and efficiently store and disseminate vast volumes of product information. A Web site can “know” the minute details of millions of products in a way that no normal salesperson could ever know. A Web site can have the latest product information instantly, while a traditional sales organization is still drafting a memo to mail out a far-flung sales force. The Web seems ideal for distributing product information and for increasing sales.