It's a whole different approach. It is interactive. All of a sudden we're changing the medium. It does require bringing together different disciplines, but it also requires understanding the special nature of this genre. We don't understand that yet.
Most Web pages are horrible.
People think that it's a simple translation from print technology to screen technology, and it isn't. It can change. You can know just who is looking at it, and when, and how much time is spent on each section. This changes everything. Just the other day I was shown a health application to be done on the Internet.