Through the history of digital content there has been a tension between the power of the open web and the desire for creative representation.

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Instead, they flip on their printer and download the object of their desire from the Web.

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And like every network executive who took to the stage this week, Ostroff made a point of emphasizing her company's desire to work the Web into their business --the now-common "multiplatform" pitch.

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The creators of a new, web-based service called Rypple claim that it can satisfy Net Geners' desire for frequent assessments while easing the burden on their supervisors.

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