It takes more than a slick logo to get people to use your service. Or does it? AOL bypassed the technology press, and created a video presentation for mainstream news outlets. The ultimate goal seems to be getting local television newscasts broadcasting footage produced by AOL!

New computer users who don't understand their choices may be drawn in by the manufactured buzz -- as AOL brags about distributing their software in frozen steaks and at gas station kiosks. But if those users go on-line, they may find less exclusive content. Newsweek -- an AOL partner -- will now be homesteading on the web.

As they become more experienced, new users may learn the lesson learned by millions who left AOL. Marketing can make an under featured, unreliable service appear attractive -- but only for so long.