By pushing services, rather than products. By standing for principles. By stressing cooperation. Service requires more knowledge and discussion. Service requires a higher degree of confidence of the client in the vendor.
Service requires more cooperation between client and vendor.
And the Internet, especially the WWW, presents the perfect environment for networking. Instead of meeting once a week or once a month, as is done in offline networking, people interact with others as frequently as they wish. Things happen fast on the Net. Principles Attract Network Members Principles which appeal to potential clients, induce people to join a network. More than any other factor, the spirit of cooperation suffusing the Net is the reason for Metcalfe's Law.