It is also expertise for us to draw on and, sometimes, may be a battle to fight.

SS: Where does the consumer come in? How to they "vote" for a product?

LC: We are moving toward a filter that would allow the consumer to define green on their own terms (animal testing, green seal products, fair trade, etc). Green Home believes that no single institution can tell anyone what is green - only the individual can decide what is green for that person.

CG: It seems like you have been talking about defining what is green - there is, on the one hand a "yes or no" and on the other hand, a

SS: If you give consumers a set of criteria that they want - they can never come back to you to say "how can you sell this product?". There is a company developing this kind of software for procurement officers to help them filter for their own needs and help them find a way to GET these products.

SS: We know a lot about these products but we don't necessarily know what other people are looking for in products.

LC: We may have a live customer service representative

LMH: Having a person to talk to means that the customer has to read less and can get the same amount of information - they have a personal guide.

SS: There are two potential problems with "chatting" on-line - #1 is that the recommender also has a personal preference.

LC: Yes, everyone has their own bias - but #1 If we carry it - it is green enough and #2 It is a member of our sales staff who is making the recommendation. We need to sell multiple versions as much as we can.

SS: My second point is that we may have a problem with the manufacturer when the advisor is recommending based upon personal preference.

LC: The web is going to be the first environment where an infomercial can be right next to a news site. There can be a "Chinese wall" between editorial and content.