I think you can create a context for people to get together. And in our case, the context is technology and what it means. Hopefully, those intelligent conversations will lead to ongoing relationships, and that's where community can emerge. No one's saying with absolute certainty that it will happen. But if it stands a chance anywhere, most likely, it's here.
Editorial content is a context for conversation among our audience.
And rather than having a button at the bottom of the page that sends you to some threaded discussion, we really are putting the window to our conversations literally right up there on the same page, right next to the content. There's a window onto the conversation that invites you to jump into it. When you're in the conversation, there's a window into the content. The interface works. Of course, everyone's going to have their minor criticisms.