[David Weinberger, veteran of Interleaf and Open Text, is now editor of the Journal of the Hyperlinked Organization. JOHO and EGR regularly vie to be weirdest, and a small but influential group of readers is beginning to constellate around this cross-site competition. In an attention economy, gonzo is a strange attractor.] The dogs have it right, ... Customers want to take a good long whiff. But companies so lobotomized that they can't speak in a recognizably human voice build sites that smell like death. David Weinberger