I wish there was a better alternative term for the web sense that I could promote, just to help un-hijack the word before it gets out of control. But I don't kn

I wish there was a better alternative term for the web sense that I could promote, just to help un-hijack the word before it gets out of control. But I don't know of one that is likely to succeed. 'Responsive' makes sense to me but it already has another meaning in the web world. What about something like 'reactive' or 'on-the-fly'? People will never go for 'near real-time' because it sounds too weak in terms of its advertising value. Someone else below me suggested 'push', which is pretty decent but again it's an overloaded term... Thoughts or suggestions? :)