This approach would allow entertainment value to go untaxed without creating a new tax shelter for virtual commerce, Lederman says.

FORBES

Indeed, First Virtual, an Internet commerce firm, has developed an advertisement that can act as a tiny shopfront (imagine a Nike ad that would let you order a pair of shoes from within the banner), merging advertising and direct commerce.

ECONOMIST: Electronic commerce

While straight up advertising, virtual goods, or commerce driven consumer plays will not be in the fairway for us, there is a segment of consumer opportunities where we are very interested, and we use the term Empowerment to characterize them.

FORBES: Empowerment and the Consumer Web: Why We Love Routehappy