http://giraffeforum.com/wordpress/2007/10/28/honest-marketing-works-on-the-web

“The web customer is not a fool. The specific reason they are on the Web is to compare and evaluate. Give them the facts.”

…

“The Web sounds the death knell of the age of the mindless
consumer who is led to the store with a collar and chain of ads.
The Web is about empowerment, enablement and active, engaged
thinking.

Web marketing is not about finding fools. It is rather about
serving searchers. We go to the Web because we have a question
and we want an answer. Please answer the question, Mr.
Marketer.”