I wish this was actually a yes or no answer. It isn’t.

Seth Godin discusses some necessary ingredients for w4 and many examples of potential applications. My favorite is:

I'm about to buy something from a vendor (in a store with a smart card or online). At the last minute, Web4 jumps in and asks if I want it cheaper, or if I want it from a vendor with a better reputation. Not based on some gamed system, but based on what a small trusted circle believes.

Most people who know me will tell you that when not working, I’m notoriously lazy. So I love little tricks that improve my efficiency. However, many these examples make me nervous from a privacy standpoint. Godin even acknowledges the potential creepy factor.

As a marketer, my immediate thought was how I can exploit this. For my favorite above, I would attack that “small trusted circle” in a hurry.

Also, based on his examples, TiVo would technically be an attempt of w4. I’ve heard very few success stories of individuals getting the “training” right.

IMO, the answer is in the actual “learning” applications that determine our preferences and what we believe are important factors for organizing our resources. Without this piece of the puzzle, the rest of it becomes counterproductive.

From an interactive perspective, it becomes our responsibility to not only help Web sites' visibility, but to also optimize the user experience. Savvy surfers will gravitate to w4, and will rely on a list of trusted vendors to meet their needs. This goes beyond SEM and makes etailers accountable for competing for business outside of search engine position and price point.