On the other hand, most Web sites put the onus on customers to serve themselves and force the customer to search and navigate through a confusing array of screens. They do not differentiate between knowledgeable and novice customers (e.g., customers who know the technical jargon of the product domain and customers who do not or customers who are already informed about currently available prices and features and customers who are not). On the Web, the information is all there, but the customer must work hard to find it. The problem is that while many companies like to think that they are “selling” on the Web, they are actually only barely allowing customers to “but” on the Web (assuming that those customers are dedicated and determined enough).