Might want to read something on brand communities (organic non-commercial communities organized out of an interest in a particular product but having no association with the product manufacturer or dealer). It appears that the concept of "mutual benefit" and online extensions of offline social networks apply. Muniz, Jr. Albert & O'Guinn, Thomas. (March, 2001) "Brand Community." Journal of consumer Research Vol.27. --------------------------------------------------------------------------- Dorine Andrews, DCD Research Professor Communication, Culture & Technology Program Georgetown University www.georgetown.edu/faculty/dca4 email: dca4@georgetown.edu or (202) 784-4338 ---------------------------------------------------------------------------