I read this blog entry by Seth Godin that brought to my attention why business websites should be clear and easy: It's no wonder they don't trust us I just set up a friend's PC. I haven't done that in a while. Wow. Apparently, a computer is now not a computer, it's an opportunity to upsell you. First, the setup insisted (for my own safety) that I sign up for an eternal subscription to Norton. Then it defaulted (opt out) to sending me promotional emails. Then there were the dozens (at least it felt like dozens) of buttons and searches I had to endure to switch the search box from Bing to Google. And the icons on the desktop that had been paid for by various partners and the this-comes-with-that of just about everything. The digital world, even the high end brands, has become a sleazy carnival, complete with hawkers, barkers and a bearded lady. By the time someone actually gets to your site, they've been conned, popped up, popped under and upsold so many times they really have no choice but to be skeptical. Basically, it's a race to the bottom, with so many people spamming trackbacks, planning popups and scheming to trick the surfer with this or that that we've bullied people into a corner of believing no one. You can play along, or you can be so clean and so straightforward that people are stunned into loyalty. You know, as in, "do it for the user," and "offer stuff that just works" and "this is what you get and that's all you get and you won't have to wonder about the fine print." Rare and refreshing. An opportunity, in fact.