In contrast, the argument by design appeals on the basis of its packaging. These arguments are often more direct and can be immediately grasped by the untrained layman. Unsurprisingly, they are the basis for nearly all marketing and advertising messages. It's much easier to deliver a message with emotional appeal in a 30-second TV commercial than it is to argue the merits and reputation of a product or business in the same time period. For any model to be of value, it must be predictive.
Web sites are so new that their reputations are in the early stages of development.
All commercial Web sites hope to establish long-term merit, but lacking this foundation many are currently forced to argue by design. New online brands use design to lure new customers, eventually hoping to establish merit. Offline brands leverage their offline credibility, yet they typically prevent brand dilution by achieving design parity with the online start-ups. While there are still enough holes in this economic model to pass a James Cameron movie, there are a couple of worthwhile take-home messages. For one, if you derive your revenues directly from your site's content, don't skimp on design unless you own the content.