A special exception occurs when direct dialogue arises organically from the site conception. Online Caroline , for example, poses as a home page written by the engaging, outspoken, and completely-imaginary Caroline. For special effects, direct address works. Most of the time, stay away. Everyone sees this to be unsatisfying.
Most people think the fault lies in commercialism.
That's a mistake. Then I went to my friend's web log, and I felt better. Whether we're explaining a product or an idea or a political cause, the point is not merely that we're bestowing a gift on our audience. No story worth telling, no relationship worth cultivating, is that simple. But there was something they had forgotten.