A Problem of Category
http://www.webpagecontent.com/arc_archive/159/5/

McAlpine, Rachel
Quality Web Content
2004

Abstract:

What is this thing called web content? I fear most people still believe that it's something as trivial as a whitebait in a bucket. Fresh whitebait is transparent. If you don't look hard, you can only see the container, and not the thing contained.