Newcomers Lured by the Sweet XML of Success
http://www.pcmag.co.uk/Features/1152535

Sharpe, Richard
PC Magazine
2004

Abstract:

How do you simplify the message you want to broadcast to the world without losing its meaning? For established players it's so much easier because they can get in front of their customers. They can run seminars or publish White Papers that will most likely reach an audience. Or they may gain interest from independent technical consultants to whom users will listen.