A young man was cleaning in the library when a spider scuttled out from one of the shelves giving him a fright. This was not the first time a spider had jumped out at him from the dark shadows of the library, but he was bound and determined that it would be the last. He went to the elder librarian and said, "You've worked here all your life and are very wise. Do you know what to do about these blasted spiders?"

The librarian pulled a great tome off of the shelves and hefted it over to the young man. "This book", said the wise, old librarian, "contains all the world's knowledge on the arachnid. Whatever question you have on the creatures is surely answered within."

The young man thanked the elder librarian and assured him that the book was just what he needed. And from that day forward, the young man would use that book to squash any spider that crossed his path.

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The internet is an incredible tool for business to connect with customers. Yet, whenever I read of something like the Cillit Bang fake blogger/comment fiasco, I can't help but think the tool is being horribly misapplied.