I agree with Alex. We can say that e-commerce is still in the "pre-google" phase, by analogy to search. E-commerce sites could be much more than electronic ma

I agree with Alex. We can say that e-commerce is still in the "pre-google" phase, by analogy to search. E-commerce sites could be much more than electronic mail-order catalogs. Amazon has tapped one dimension with customer reviews, but there's enormous room for improvement. As Alex points out, the burden is still on the consumer to perform labor-intensive research. We need to change this.