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Anthony Nassar, Founder & Principal, Venture Momentum, Inc.
 
  In This Issue
Note from Anthony
Featured Interview with Deb Radcliff - How Safe is Your Online Experience?
Article of the Month – The Leading Provider Syndrome by Reid M. Neubert
Seth Godin’s new e-book on Blogging and the New Web titled “Who’s There?”
About Venture Momentum
  
October 12, 2005

Vol.2, Issue 9

Published on the second Wednesday of every month

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  Note from Anthony

Dear Reader,

Do you have security concerns when you use Internet banking, purchase products online, use e-mail, or simply visit a website or a blog? If you do, you’re not alone. And if you don’t, perhaps you should. In any case, you’ll enjoy today’s interview with Deb Radcliff on this very topic that touches our everyday lives online, from the personal and business perspectives alike.

Numerous companies describe themselves as the “Leading Provider of this…..” and the “Leading Provider of that…..”. I don’t know about you, but I often have a hard time deciphering these messages and understanding what these companies actually do. Today’s article by Reid M. Neubert discusses “The Leading Provider Syndrome” and what you should consider when crafting your positioning message.

Finally, don’t miss the link to Seth Godin’s Incomplete Guide to Blogs and the New Web. This is a must read e-book. More info later in this issue.

To YOUR Venture’s success,

Anthony Nassar
Founder & Principal
Venture Momentum, Inc.
415-897-0195
http://www.venturemomentum.com

 
  Featured Interview with Deb Radcliff - How Safe is Your Online Experience?
 

Deb Radcliff

At TieCon 2005, I attended an interesting panel discussion on the subject of security. This is where I met Deb Radcliff, who made enlightening contributions to the discussion as a member of that panel. Deb is a writer/columnist focused on technical crimes and security, as evidenced by her website and blog. She has online courses on security at The Security Awareness Company and is currently working on a book about her experiences investigating online crime. Today’s interview with Deb is full of interesting information that's relevant to anyone who connects to the Internet, and therefore to all the readers of Propel Your Venture.

Anthony: Deb, what brought about your involvement in computer security?

Deb: I was actually working in Santa Rosa for the Press Democrat. It was a temporary job and I knew I was going to end the position soon. An email came out; someone needed help working on a story about computers. I ended up spending a year of my life chasing Kevin Mitnick around the country when he was on the run from the FBI for what would turn out to be a best-selling book that I'm not at liberty to name. When that project ended, I knew I didn’t want to go back to newspapers anymore. So I decided that I would start telling businesses and trade magazines what was going to happen when the convergence of Microsoft operating systems and the Internet got into their offices.

This was back in early 1996. At that time, people were just starting to move off of Unix and onto NT for their business computers. Unix had already been beaten up from a security perspective and had been hardened, whereas the Microsoft operating system was nowhere near ready for enterprise use. That’s what hackers were telling me at the time. Yet Microsoft had this amazing marketing machine, as we all know. And people started replacing their Unix systems with NT. I’ve been busy with security and computer con stories ever since.

Most of my stories are geared towards enterprise security, but my heart has always been around protecting the average Joe because that’s my background. I am not a technologist. I came from a general assignment newspaper reporting background and I’m still learning the technology as I go. It was hard at the beginning but it’s easier now, with ten years behind me. My view is that corporations and people who are setting up those online businesses, along with the Internet Service Providers themselves, are responsible for the safety of the consumers they are trying to draw into this online world. And that’s where I focus my articles: towards the enterprise security managers.

Anthony: What is your assessment of the current state of security on the Internet?

Deb: I think that we are still in a stage where crime, hacks, and different technological attacks are ramping up. And the security that we have available right now, particularly to small offices and home users, is way too complex for them to grasp. They don’t understand anything about what they’re exposing themselves to when they go on the Internet. I think we’ve got another 10 years of the ramping up stage with crime and attacks.

Anthony: How is this affecting consumer adoption of online services?

Deb: Consumer adoption is continuing to expand because users are not aware of the threats. It’s like sheep to the slaughter. They think the cool new things they can get on their cell phones, and the extra bells and whistles and gadgets in entertainment and music are all really great features to have. And they’re figuring that if it’s offered, they shouldn’t be thinking about security. If the features are there, they should just be taking advantage of them. And technology will continue to be adopted because it makes one’s life a lot easier. Numbers for online banking are on their way up. There are some statistics showing that it’s leveling off in some places, and consumers who have been hit with a security event do stop all their online activities involving their credit information.

Anthony: How do you see some of these security problems being mitigated?

Deb: I see different types of authentication, such as the two-factor authentication, that go beyond the traditional password. I saw the password cracking programs coming out back in 1997. It’s really easy to crack passwords. But more importantly, it’s easy to get someone to give up their password to a phish site. So if you have a token where the password changes, phishers can’t use it. But the problem is that people don’t want to carry around a keychain full of tokens for every company they do business with. So some of the steps that are making more sense to me are image authentication, where you log in to your banking website and you’re looking for an image around your login screen that’s unique only to you – a forest, a beach scene, or a sunset scene, for example. If you don’t see that, you know you’re looking at a fake login screen provided by a phisher. Another good technique consists of using those letter identifiers where you are given a unique password when you go to login. You type that password to prove that it’s not an automated program trying to login. A number of free email sites use this approach as well as some sites handling financial transactions.

There’s also some work being done in call-back authentication. I tested a technology which will give you an instant call - on a pre-designated telephone number based on the location the card is used from - that asks you to type in your password. So I think that if it’s something the user doesn’t have to carry around, the chances of adoption are much greater. Ultimately, we’re going to have to have some kind of infrastructure where I am Deb Radcliff everywhere I go and I can prove it. And through the same infrastructure, I will have proof of authentication that my bank, or any other site I give my credit card to, is legitimately who they claim to be. Technologically, I don’t know if this is possible to accomplish.

Anthony: Are security vulnerabilities in the US different from those in other countries?

Deb: They are and they aren’t. Phishing, spyware, and all of the issues that the consumer is dealing with right now – by the way, enterprises are dealing with these issues too – are the same everywhere: identity theft, the Nigerian mail scam, etc… People are falling for them regardless of what country they’re in. They’re falling for fraud, and they’re getting spyware loaded on their machine when going to blogs and websites that are not secure. But there is one thing that some countries in Europe and Africa are doing a little better than the United States. They’re stepping farther into the multi-factor authentication realm. And the US is still grappling with where to get started. Overseas, particularly in Europe and South Africa, I’m also seeing more education, as well as television and radio promotions, to announce a stronger way to identify that our Bank is legitimate, that you are the legitimate customer, and that we need to get you in the multi-factor authentication program. I'm not seeing that level of education for users here in America.

Here, I’m seeing Internet Service Providers taking a bigger role in educating the public. AOL and Earthlink, for example, are putting on television commercials about spam, spyware, anti-virus, and all these different issues that the consumer is so confused about. And they’re making them funny and interesting. In that way, they’re acting more like the gatekeeper that they’re supposed to act like. But we still need to see a lot more strength in that area among all ISPs.

Anthony: Can you give us a quick overview of the types of threats we are exposed to when surfing the net, and what we can do to protect ourselves against such threats?

Deb: Sure. I’m working on a book about this right now. The first threat I came across was the threat to children. Our children are being exposed to things and being lured to chat rooms at a rate that, if most parents knew what their kids were doing online, they would take the computers out of the house. So first, we need to worry about the kind of content that’s being delivered up onto the browser to the children. There are many software companies that are trying to tackle this problem. Net Nanny was one of the first. But again, I believe it should be done at the Internet gateway, at the ISP level. Or at the very least, at the gateway to the household network. There’s only one product I know that’s doing the latter, and it’s called Trust Eli. It’s an all-in-one security box with anti-virus, anti-spyware, content filtering, and anti-spam built-in, including wireless networking security. So it’s a home router on steroids from a security standpoint. That would be the first thing. Take care of the kids and find a way to make sure they cannot reach content or be in chat rooms that would be damaging to them.

The other area is Spyware, which is huge, scary and unstoppable. There are vendors out there who are able to stop it, just like anti-virus, on a signature level. But this is really frustrating because you have to know what the spyware is doing in order to get your computer to block it. They’re years behind the anti-virus in terms of automatic updates. And people aren’t going to go every Saturday morning and update their spyware protection. They just don’t do it. That’s a big problem and it’s gotten worse. Even with the detection technology we have today, there’s an old way of hiding the code that’s gotten so stealth it can hide any kind of malware you want so that anti-virus and anti-spyware cannot catch it. It’s called the rootkit, which gives the attacker kernel-level access to the computer, and therefore complete control of the computer with the power to, say, turn off the anti-virus or block the firewall from detecting outbound messages from the keystroke logging software. So you cloak Spyware with the rootkit and no security software can find it.

Whenever there’s one kind of malicious technology, you’ll see it start wrapping with other malicious technologies to create these big packages of threats that come in through one single mass email attack. In the case of rootkits, they’re mostly getting on computers when the browser touches a website that’s hostile. And it could be anything. It could be somebody’s blog. There’s no way to prove that that blog is secure before you go visit it. And we’re all blogging right now.

There’s an anti-rootkit vendor I just wrote about called BlackLight by F-Secure that has the right idea. They’re going to put the anti-rootkit technology into their security suite for home users by the end of this year. I recommend them because they’re the only ones who are putting all these security elements together with other desktop security technologies. The more you can put everything in one place for home users, the easier it’s going to be for them.

Another area we need to concentrate on is keeping our computer vulnerabilities closed up. And that’s another thing home computer users won’t do. Worms and viruses take advantages of the same vulnerabilities over and over again. So if you just close the vulnerability that the virus is taking advantage of, you’ve got more comprehensive protection on your home network. This is an area that might fall to the ISPs at the gateway. There’s a product called PreEmpt by PIVX that does a good job of getting the vulnerabilities closed for you when your computer is turned on.

Anthony: How can I tell when my computer is being compromised, or used to relay spam, phishing, or other illegal activities?

Deb: It depends on whether the bad guys are using a good spyware program or not, or a good rootkit with a spyware program. But generally, one of the first things I look for is a slowdown in my computer performance, beyond the usual slowdown due to the security software. If it’s taking a really long time for your browser to load, for example, that’s an indication of a potential problem. Also, most of the malicious software is poorly written, so you’ll see a reboot process going on with your computer, or error messages that you haven’t seen before. And in the case of a virus that’s spreading itself, you might see a real slowdown when you’re trying to do something with your email. Those are all symptoms. But most of the time, people don’t know they’ve got anything on their computer.

Anthony: What additional actions do you feel businesses must take to provide a safer online experience for their customers?

Deb: First, I think ISPs need to be a more secure gateway for their users. The technology is out there for them to scan a user computer before it logs on to the Internet. Too much trouble, too much time, too much investment. But I think that any ISP worth its salt should be checking connections as they’re going out, and do a reverse scan to see if spyware and anti-virus systems are up to date, and to see if there’s a worm or virus on the machine. And if they detect it, they need to immediately close that connection and alert the user that they’ve got a problem on their computer, and here is how you resolve the problem.

Businesses working with electronic storefronts and transactions involving personal information must have some type of standardized security policy that can be implemented on the fly, and updated and interrogated as needed. Considerable work is being done in that space, especially in companies with a huge IT security staff where all of these security policies and processes are being implemented. But what about small businesses that are trying to sell their small inventories on their website? How are they going to set up their website for a secure handling of financial transactions? Outside service providers are an option, but some of them are exposed to hacking too. So this is an area that could be a real sweet spot for investors, if technologically feasible.

User education is very important. We are seeing a lot of that right now. Banking and phished brands are using their websites to educate users about phishing, what it is, and what it means to have their brand names stolen and used with their customers. That’s very good. I think businesses have to upgrade to authenticated email systems if they want to keep email as a channel to their end users. Right now, if say a bank has a valid alert that it needs to send via email to its users, there is no way for those users to tell a valid alert from a fake one. So they've pretty much lost their email channel as a legitimate communications channel to their customers. They need to restore that with better authentication.

Ultimately, I think we need to come up with one easy security solution where the users don’t even know security is going on. We’re probably 20 years from doing that.

Anthony: What sort of business opportunities do you foresee for emerging companies in the area of internet security?

Deb: The first and foremost is for software and hardware vendors to put their heads together and create an easier security experience for the end user. Any business that can help consumers have a safer online experience will do well. We’re going to see a real shakeout of ISPs with providers that will guide consumers through cyberspace so they can’t get into too much trouble. So there’s a market opportunity that will continue to play itself out.

Cell phone security is another big one. We haven’t seen the tip of the iceberg on this one yet. But there are some good vendor plays trying to put security on the cell phone. I think a big mistake is to try to put encryption on the cell phone because it's not practical. We’ll need more authentication on cell phones, and more ways to protect against eavesdropping and hijacking of the user’s personal information from the device. People are already banking from their cell phones. So the same types of security issues we have for our PCs are now moving to smaller devices, which cannot handle as much security as we’re loading onto our PCs. I think there are business opportunities in that space, too. Again, much of the security can be covered at the gateway monitoring where the phone is going to, and where it is coming from.

RFID (radio frequency identification) is the next big area, and it scares me. I wrote a blog about this three months ago. RFID doesn’t have encryption. Anyone with a little reader in their pocket can pick-up anything on an RFID tag. No big deal, we’re just talking merchandise, right? No, there are cases now where people are putting RFID chips underneath their skin, with their personal information on those chips. This is done primarily to store medical history background. But there is also a little experiment going on somewhere in the Netherlands where people want to be able to walk into their favorite bar and have the bartender automatically alerted to make their favorite drink. We seem to be falling into the same pattern of letting the horse out of the barn, and then saying: “Oh dear, we need to secure it.” But the horse is already long gone. Any time you can see a problem before it becomes a problem, start building security solutions around that problem, and have that solution ready for market when the problem hits, you’re going to be a lot better off. From a business standpoint, I understand why this isn't happening. There’s certainly a risk associated with creating a product before the market need is established. But there is always a year lag between the time when the problem arises and when there is a viable, helpful security solution for that problem. So you need to see ahead, detect trends, pay attention to what people are using their devices for, and start wrapping your head around that to figure out a way to make a security solution. Better yet, partner with the makers of those devices and those technologies from the get-go. And you’ve got a market already.

Anthony: What advice would you give start-up entrepreneurs who are setting up their companies and systems?

Deb: This is good question. Anybody starting a business is setting up computer networks that can be vulnerable to corporate espionage and other types of spying and malware from the onset. Or if they’re setting up transactional systems, they could be putting their customers at risk. So look to consultants who specialize in setting up networks for start-up companies. Ask them questions about security. Ask for references and call them to ensure the firm's reputation. If you’re hiring a consultancy firm to get you started, you need to make sure they can start you securely. Ask them about the management of the security, and how you’re going to do that after the team leaves, or do they do that for you? Counterpane is an example of a provider that offers this type of managed security service. And there are many others like it.

Some of the big Telcos can also help you build a secure network. They can actually keep your security on all the way through the cloud if you’re using their services. So there are ways to do this. Some of them are more expensive than others. But you cannot just willy nilly set up any kind of computer network that you’re doing business over without taking a solid look at what your risks are, what you want to manage from a security perspective, and how you’re going to manage it. If you don’t have the technological expertise to do that, you should go to organizations that do.

Bio

Deb Radcliff, Writer/columnist, Technical crimes and security

While investigating the life of computer hacker Kevin Mitnick for a best-selling book, Radcliff's phones were "phreaked" by Mitnick's friends, her lines were tapped by the Feds, and her e-mail read by all of them. Those experiences in 1994 and 1995 taught her a valuable lesson in digital risk that remains with her to this day as she writes about high tech crime and security for businesses and consumers.

Radcliff's 1996 article for Byte Magazine titled "Barbarians at the Firewall" was used to train the FBI's new computer crime agents. She's since covered computer security and online crime for Upside, InformationWeek, Computerworld, Infoworld, Network World, IndustryWeek, SecurityFocus and most recently for consumer magazines including Better Homes and Gardens. Her work has been picked up regularly by CNN, The Register, Department of Defense publications and thousands of other online sites. An annual speaker at West Point Military Academy, she's also spoken on business radio news hours in Los Angeles and Vancouver, presented at the University of North Texas' cyber crime prevention outreach, and spoken at H.O.P.E. (Hackers on Planet Earth) conference in New York.

She's won four prestigious awards for her work, including two Jesse H. Neal Awards by the American Business Press: one for best individual feature for her cover story, "Hackers, Terrorists and Spies" (Software Magazine, 1998) and a second for group reporting, best news story, Computerworld, "Wireless LANs: Trouble in the Air," 2003. The Software Magazine story also won best regional and national feature by the American Society of Business Press Editors.

Before working on the Mitnick book, Radcliff wrote for the San Jose Mercury News, the Santa Rosa Press Democrat (a New York Times paper), and other newspapers and business journals. She holds a bachelor's degree in journalism from San Jose State University where she graduated with honors. She is currently writing a book about her experiences investigating online crime.

 
  Article of the Month – The Leading Provider Syndrome by Reid M. Neubert

Quick, explain what you do. Some businesses and some professions are easily enough categorized with a word or two, such as an attorney, an accountant, a baker, and a candlestick maker. But does that sort of description really do you justice? Probably not, unless you already have all the business you will ever want. What kind of law do you practice? What sorts of baked good do you make?

A common complaint about business Web sites is that they don’t give a clear picture of the company’s business. It seems hard to believe, but it is true. It is often difficult to tell what companies actually do from their home pages. It requires digging into the detail … and even then it may not be too clear.

One all too common problem is the "high-falutin" statements many companies adopt to try to make it sound like they are bigger players than they are. It’s the "maintenance engineer" thing. These statements tend to baffle rather than impress, though.

Actual examples
The following are actual examples with the company names left out. Quick, what do these actual companies actually do?

"… Northern California’s leading provider of industry-specific outsourcing and direct marketing management solutions."

"… a leading provider of high availability software solutions for OEM accounts and enterprise end users…"

"… a leading provider of eBusiness applications."

"The Leading Provider of Technology Asset Management Solutions"

"A Leading Provider of Technology Solutions"

"A leading provider of Internet Business Solutions"

Wow, so many solutions! It used to be "systems." Vacuum cleaners became home maintenance systems. Now it’s "solutions." Some business guru popularized the notion of "solution selling," so now everyone is a leading provider of solutions.

"…a leading provider of fully integrated technology solutions to the market place."

"the world's leading provider of electronic trading solutions…"

"A leading provider of business services to companies and individuals."

I am a company and an individual. I use business services. I’ve never heard of them.

"Leading Provider of Value Based TPA Services"

I guess if you know what TPA services are, this might tell you something. Anyone? Anyone?

"… a leading provider of Consulting, Mobile Communications and Outsourced Business Services for the Air Transport Industry and beyond."

"And beyond," too. Now that’s impressive!

"… a leading provider of management consulting and e-business solutions for business intelligence, customer relationship management, enterprise resource planning, enterprise portals, enterprise workflow, and partner relationship management."

What a mouthful that one is. Get the feeling they are trying not to leave anyone out?

"the leading provider of private label service programs"

"a leading provider of eBusiness solutions to the public and private sector ..."

"… a leading provider of expert-level resources for the most widely used Enterprise Management Systems and Technologies."

"The leading provider of communications services management solutions."

It’s mind-boggling, isn’t it? Instead of clarifying the company’s business and impressing us, these statements just make our eyes glaze over. They are just more extraneous information (or non-information) to skim over and ignore.

So what is it you do, anyway?
Self-aggrandizing statements like those above don’t work because they violate several marketing rules. If you use the following rules to answer the question, "What is it you do?", you will be way ahead of the game.

  1. You can’t be everything to everybody
    These companies don’t want to miss any potential business, so they make as broad and general a claim as possible. "Leading provider of business services," for example, is a ridiculous claim. There are so many business services, how can we be expected to believe that some company we never heard of is a leading provider?
     
  2. Think like a customer
    None of those broad statements communicates in a way that is meaningful for the customer. If I need a new modem, I don’t care if the company is "a leading supplier of communications systems, applications, and solutions." I just want to know if they have a good 56K modem and how much it is.
     
  3. Own a specific position in the prospect’s mind
    The problem with trying to be everything to everybody is that you become nothing to anybody. Broad, general claims may work when filing a patent, but they don’t when marketing your business. In order for you to be memorable, you have to own a unique position. Saying you are a leading provider of some solution does not position you. "Absolutely, positively overnight" does. We associate FedEx with something very specific: fast, reliable deliveries. Even though they haven’t used that slogan in years, it still comes to mind when we think of FedEx. If you don’t have millions to spend on advertising every year, your need for a clear, unique position is even greater.
     
  4. Web sites have to communicate with a wide audience
    If you deal primarily with knowledgeable customers in a specific niche, your ads and your literature can use your industry jargon and still communicate with your audience. But Web sites are part of the World Wide Web. The general public, stock holders, vendors, the press, and job seekers all need to be able to grasp what it is you do. Leave the jargon behind, no matter how painful it is for you.
     
  5. Don’t assume
    Much of the company and product information we find on Web sites seems to be written by people who know far too much about the subject. The statement, "eBusiness solutions," for example, may be crystal clear to the company’s sales manager, but that can encompass any number of products and services. It could be a $50 per month subscription service or high-end systems integration costing millions. All we know from their statement is that they do something around electronic business. That is not enough.

The trade show shuffle
The same lack of clarity and positioning is epidemic at industry trade shows. At every show there is row after row of "leading providers" of all kinds of "solutions." And unless you already know the company or product name, you have no idea what they offer.

Computer and technology trade shows are perhaps the worst. Every exhibitor has computers, monitors, keyboards and mice, printers, etc. in their booth. But unless they are IBM, Microsoft, Apple, or one of a handful of other well-known brands, you often have no idea what they are actually selling. It could be hardware, software, Internet services, monitors, video cards, network cards, modems, hard drives, printers, or who knows what.

And their signs don’t help. More "fully integrated technology solutions" instead of specific, useful information.

Web site as billboard
To improve your Web site, it’s helpful to think of the home page (or a tradeshow sign) as a billboard. With a billboard you have a second or two to catch the person’s attention and communicate your message. The rule is five words, maximum. Show the product, show the logo. "Got milk?" That is a brilliant one. Two words, and they don’t even have to show the product.

A Web site home page can have more words, but the site visitor must be able to get a clear picture of what it is you do just as quickly. Leave off the high-falutin overview description that doesn’t tell us anything anyway. Don’t claim "leading provider" status. Look like it and act like it instead. Treat your customers like they are the "leading customer."

Tell them clearly what you can do for them. Not just what you do, but what you can do for them. They either have a need or a desire. If you can fill the need or fulfill the desire, tell them so. Thirsty? We’ve got milk. Not, "We are a leading supplier of full-fat, low-fat, and fat-free dairy products in California."

Brought to you by:

Reid Neubert + Friends
"A leading provider of comprehensive, strategic, industry-specific marketing, branding, and Web solutions for businesses large and small." (LOL)

Actually, we think it is more effective just to say,

Reid Neubert + Friends
S M A R T E R M A R K E T I N G ™

http://www.neubertweb.com
Tel: 415.924.8037

Copyright 2005 by Reid M. Neubert

Reid periodically writes and emails out articles like this one on marketing, branding, and the Web. If you would like to sign up to receive them, you can do so on his Web site.

 
  Seth Godin’s new e-book on Blogging and the New Web titled “Who’s There?”

A few days ago, I downloaded and read Seth Godin’s Incomplete Guide to Blogs and the New Web titled "Who’s There"? This is a must read e-book. Thanks to Debbie Weil for pointing it out. Download the 45 page e-book here. It’s available at no charge as of this date.

 
  About Venture Momentum

At Venture Momentum, Inc., we work with start-up entrepreneurs who wrestle with finance and accounting. We help you put together the pieces of your financial puzzle by providing a solid foundation from which to successfully raise capital, manage growth and achieve liquidity. To learn more, give me a call at 1.415.897.0195 or visit http://www.venturemomentum.com.

This issue was edited by Amy Sorkin Kurland, amyswords.com.


Disclaimer: The information in the e-zine (the "Information") is current as of the date of the issue shown at the top of the e-zine. The Information is intended solely to illustrate general concepts and guidelines on various business subjects. It may not apply to specific situations. The Information does not constitute accounting, financial, tax, legal or other professional advice. You are urged to consult with a qualified professional who can understand your specific situation and advise you accordingly. No Information creates a warranty. All Information and links to other websites are provided on an ‘as-is’ basis without any warranties, express or implied, including warranties of merchantability or fitness for a particular purpose. In no event shall Venture Momentum, Inc., its authors, publishers, contributors and editors be liable for any indirect, incidental, special, consequential, or punitive damages of any kind whatsoever arising out of your use of this e-zine, the Information, and/or links to other websites regardless of the cause of action.
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