The Long Tail/Anderson 198-203

199 Demand will shift to shorter content for convenience and entertainment, and longer content for substance and satisfaction.

202 filters…mostly in the form of search and a multilevel category structure, to help buyers find what they’re looking for.

eBay…it’s the ultimate small business aggregator.

203 eBay, surprisingly, often doesn’t know what’s being sold on its site.

…own Web sites, too, and Google’s Froogle, Yahoo! Shopping, and other aggregators are finding smarter and smarter ways to extract the necessary information from these hundreds of thousands of merchants and create a virtual marketplace that can offer product-comparison features eBay cannot. The challenge for eBay will be to do the same within its own service, keeping competitors at bay by providing better filters to help customers find what they want and buy with confidence, not just in the seller but in the product.

KitchenAid is considered one of the world’s trend-setters in color variety.