Safe from the Losing Fight

Lately there’s been a lot of hoopla and fussing about Netscape’s proposal to attract and keep top Digg submitters by offering them money. Kevin Rose of Digg and others argue that people contribute to Digg because they enjoy it. On the other hand, Jason Calacanis of Netscape argues that the top submitters make the site, and therefore they should be paid for their work, and please, for the love of Pete, pay attention to him for once. This debate has gone on ad nauseam, but has yet to end. Mainly because Calacanis hasn’t run out of dumb things to say, and I haven’t had a chance to get my two cents in.

What people have failed to ask so far is: what does the consumer think? There are countless internet users who have not had the chance to weigh in on this all important issue, some of whom actually have actually heard of these two sites. In order to facilitate this discussion, I will speak for the consumers. No need to thank me, I accept large cash donations.

The first question on every consumer’s mind is: “who are we talking about again?” Despite the very public sparing of two unknown geeks on their personal blogs, not many people have heard of these sites. So the first step in helping consumers weigh in is to let them know what they’re fighting about, and to make fun of some websites that have more visitors than me.

Digg is a relatively new Web 2.0 company*. Despite their name and logo, they will not install a new underground pool for you, so you can put the phone down now. Digg is a website that allows users to see what stories are currently “hot” in the technology world. Although this might sound similar to Slashdot or something else you won’t care about, I can assure you it is totally different in who gets all the money. Unlike the totalitarian regime imposed on Slashdot by CmdrTaco (Is he really a commander? Is he really a taco?), users of Digg can actually submit and vote on stories they like. This is the allegedly “social” part of the website, which should give you an inkling of much SPF they require in their sunscreen. If a lot of people “digg” a story, then it gets moved to the front page. Instead of having stories decided by an editor, they are decided on by people who like to click shiny, gradient filled buttons and see their names on the front page of a geek website.

The Netscape name has been around for longer than most people can remember, let alone tolerate. Throughout its history, people have been amazed at Netscape’s ability to create products they desperately don’t need. Whether it be a web browser, server software, a web portal, a low cost ISP, or a rip off of Digg, people have responded resoundingly with the click of their web browsers. And they have said: “Didn’t these guys used to have a browser?” In Netscape’s recent bid to get attention, they have cloned Digg, and created many innovations based on what was already there. Their main innovations being: changing the word “Digg” to “Vote” and not having any users.

The next question most consumers will have is: “what’s in it for me?” Consumers are busy emailing that latest chain letter from Bill Gates to their grandmother, and will want to know why either site deserves their attention. Sure Netscape wants to pay the top submitters, but how about the people who just read these sites or frequently ignore them? How much they are worth? Sadly, not much research has been done in this area. I could only find one article, titled YouTube, Digg, MySpace: How much is a non-paying ‘user’ worth?. I would have found more, but it was the only one posted on Digg. Readers of this article will be impressed by the author’s ability quote herself repeatedly, not answer the question that she herself posed, and to refer to consumers who might just click on a banner ad as “freeloaders.”

It is clear from this article that more research needs to be done. Consumers cannot make such important decisions like which free news-aggregation web site to visit on so little information. I volunteer to take this on, and I can assure you I have the integrity of John C Dvorak. Up until this point neither Digg or Netscape have been giving me any money. I propose that they both start giving me money, and then I can decide if I’m more likely to visit their site or even click on banner ads or not. For phase two, they could give me more money, and then I judge if that increases their chances any. This is vital to the scientific process.

Finally, customers will want to know “Does the roe over Digg and Netscape mean we’re going to see a nerd slap fight?” Yes, but only in the virtual sense. I’m guessing both Kevin and Jason bruise easily and will avoid a physical confrontation and direct sunlight. Although, Jason might have other plans since his recent declaration of love for Kevin. Who knows, maybe this is just the prelude of Netscape being the latest clone of Match.com.

* Web 2.0 means they don’t make any actual “money”.