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[Web5.uottawa.ca] Bots, Babes and the Californication of Commerce: . It is worth noting that these r)17(epr)18(esentations wer)18(e originally made by the pr)17(oprietors of)]TJ0 -1.18518 TD[(mySimon on the \322About Us\323 portion of their web site. These r)17(epr)18(esentations wer)18(e subsequently r)17(emoved,)]TJ-0.0001 Tc0.0278 Tw(though they continue to exist in various places on the web that describe and discuss mySimon. The exact)'0 -1.18519 TD0 Tc0.028 Tw[(r)18(epr)18(esentation fr)17(om the original mySimon web site stated: \322mySimon isn\325)18(t an online stor)18(e. W)17(e don\325)18(t sell)]TJ0 -1.18518 TD[(anything. It\325)111(s not a generic sear)17(ch engine either)92(, so we don\325)18(t simply list the names of ever)-1(y stor)18(e on the)]TJ(W)'0.92603 0.00001 TD-0.0002 Tc0.0278 Tw(eb. W)Tj2.67622 0.00001 TD0 Tc0.028 Tw[(e of)18(fer an unbiased ser)-1(vice that helps you decide what to buy and wher)18(e to buy it.\323 See also US)]TJ-3.60225 -1.18521 TD[(Patent & T)92(rademark Of)17(fice, \322United States Patent Application 20020169676\323 (14 November 2002), )]TJ0 -1.18518 TD[(available at Patent Application Full T)111(ext and Image Database )-1(.)TjET0.5 w 0 0 0 1 K54 192.072 m396 192.072 lSBT/F0 1 Tf8.5 0 0 8.5 54 668.5752 Tm(310)TjETBT/F2 1 Tf8 0 0 8 90 668.5752 Tm0.0277 Tc0.0278 Tw(university of ottawa)TjETBT/F4 1 Tf8 0 0 8 169.1087 668.5752 Tm0.0295 Tc0.0296 Tw(law & technology)TjETBT/F2 1 Tf8 0 0 8 242.0848 668.5752 Tm0.028 Tc0 Tw(journal)Tj13.15614 0.04724 TD[(w)1(w)1(w)56(.uoltj.ca)]TJ/F8 1 Tf1 0 0 1 -1000 1702 Tm1 g0 Tc( )TjETQendstreamendobj28 0 obj>stream/GS0 gs1 g0 702 0 0 ref/GS2 gsqBT/F3 1 Tf9.5 0 0 9.5 126 622.8193 Tm0 0 0 1 k0.026 Tw[(If it could be said that ELIZA once of)18(fer)17(ed to interlocutors a dispassion-)]TJ-3.78947 -1.28947 TD0.107 Tw[(ate sounding boar)18(d for self-help therapy)74(, then it is tempting for consumers to)]TJ0 -1.28948 TD0.007 Tw[(think of mySimon as pr)18(esenting an unbiased surfboar)17(d for self-service shopping.)]TJT*-0.019 Tw[(However)92(, such a comparison is not apt. After all, Eliza )]TJETBT/F11 1 Tf9.5 0 0 9.5 318.5239 586.0693 Tm-0.0001 Tc-0.0192 Tw(did not)TjETBT/F3 1 Tf9.5 0 0 9.5 351.5901 586.0693 Tm0 Tc-0.019 Tw(log sessions or col-)Tj-27.5358 -1.28947 TD0.18 Tw[(lect personal information in furtherance of mass marketing, nor wer)17(e ELIZA)7474(s)]TJ0 -1.28948 TD0.001 Tw[(r)18(esponses dictated by whatever some thir)18(d party adver)-1(tisers wer)18(e willing to pay)74(. )]TJ3.78947 -1.28947 TD0.032 Tw(Although it would appear that mySimon earns his living helping people)Tj-3.78947 -1.28948 TD0.084 Tw[(shop, in truth, ther)17(e is no \322him\323 and the company on whose behalf this virtual)]TJ-0.0002 Tc0.1005 Tw(persona operates)'5.7 0 0 5.7 165.5845 527.6694 Tm-0.0001 Tc(113)Tj9.5 0 0 9.5 178.6853 524.8193 Tm0 Tc0.101 Tw[(is pr)18(emised on a business model that privileges web mer)-1(-)]TJ-9.3353 -1.28947 TD0.125 Tw[(chants over consumers by allowing mer)18(chants to advertise under the guise of)]TJ0 -1.28948 TD-0.018 Tw[(pr)17(oviding objective consumer advice. Although mer)18(chants ar)18(en\325)18(t r)17(equir)18(ed to pay)]TJT*0.045 Tw[(anything, those who do ar)18(e able to modify sear)17(ch r)18(esults with an enhanced list-)]TJ0 -1.28947 TD-0.016 Tw[(ing that includes their companies\325 logos on the r)18(esults page. mySimon\325)74(s business)]TJ0 -1.28948 TD-0.015 Tw[(model also of)18(fers other pr)17(emier spaces on its pages for web mer)18(chants to adver-)]TJ0 -1.28947 TD-0.0001 Tc0.0545 Tw(tise their war)Tj5.88737 0 TD(es. Consequently)Tj7.70564 0 TD0 Tc0.055 Tw[(, vendors who pay ar)18(e able to influence the man-)]TJ-13.59301 -1.28948 TD0.112 Tw[(ner in which mySimon and other shopping agents pr)18(esent shopping advice to)]TJ0 -1.28947 TD0.062 Tw[(consumers. They ar)18(e able to obtain \322pr)17(eferr)18(ed placements,\323 pr)18(oviding vendors)]TJ-0.0001 Tc0.0278 Tw(\322with several ways to deliver their message\311\323.)'5.7 0 0 5.7 292.5194 417.4194 Tm(114)Tj9.5 0 0 9.5 126 402.3193 Tm0 Tc0.087 Tw[(Part of the pr)17(oblem, of course, is that most consumers who use shop-)]TJ-3.78947 -1.28947 TD-0.0002 Tc0.0374 Tw(ping bots ar)Tj5.48334 0 TD0 Tc0.037 Tw[(e unawar)18(e of the fact that the highly persuasive pr)17(esentation of the)]TJ-5.48334 -1.28948 TD0.281 Tw[(sear)18(ch r)17(esults can in fact be bought.)]TJ5.7 0 0 5.7 259.6795 380.6694 Tm-0.0001 Tc(115)Tj9.5 0 0 9.5 274.4987 377.8193 Tm0 Tc[(T)92(rusting that such bots ar)18(e mer)17(ely)]TJ-19.42091 -1.28948 TD-0.03 Tw(\322trained shopping experts\323)Tj5.7 0 0 5.7 206.6128 368.4194 Tm-0.0001 Tc(116)Tj9.5 0 0 9.5 218.4759 365.5693 Tm0 Tc[(who of)18(fer \322an unbiased service that helps\311decide)]TJ-13.52378 -1.28947 TD0.004 Tw[(what to buy and wher)18(e to buy it,\323)]TJ5.7 0 0 5.7 233.9129 356.1694 Tm-0.0001 Tc(117)Tj9.5 0 0 9.5 246.1003 353.3193 Tm0.0044 Tw(many customers simply follow the advice as)Tj-16.43161 -1.28947 TD0.0624 Tw(if it had been of)Tj7.36286 0 TD-0.0002 Tc(fer)Tj1.20483 0 TD-0.0001 Tc(ed by a commer)Tj7.46844 0 TD(cial agent or some other person with whom)Tj-16.03614 -1.28948 TD0 Tc0.119 Tw[(they have formed a trust-based r)17(elationship. Most people do not even r)18(ealize)]TJ0 -1.28947 TD0.057 Tw[(that, although they have the option to instruct the bot to sort sear)17(ch r)18(esults by)]TJT*0.03 Tw[(price or pr)18(oduct, the default setting used by most bots does not sort accor)17(ding)]TJ0 -1.28948 TD0.083 Tw[(to best price but on the basis of who the mer)18(chant is. In other wor)17(ds, it is not)]TJ0 -1.28947 TD0.13 Tw[(unusual for shopping bots to prioritize sear)18(ch r)17(esults based on the mer)18(chants)]TJ-0.0002 Tc0.0278 Tw(they pr)'3.196 0 TD-0.0001 Tc(efer rather than on the basis of which pr)Tj18.15515 0 TD(oduct pr)Tj3.84492 0 TD(ovides the best value. )Tj-21.40659 -1.28948 TD0 Tc-0.008 Tw[(This is particularly significant given the natur)18(e of most items bought and)]TJ-3.78947 -1.28948 TD0.012 Tw[(sold via shopping bots. Since many such pr)18(oducts ar)17(e sold with similar or identi-)]TJ0 -1.28947 TD-0.0001 Tc-0.0082 Tw(cal featur)Tj4.14166 0 TD0 Tc-0.008 Tw[(es, service warranties and shipping costs, the actual mer)17(chant is far less)]TJ-4.14166 -1.28948 TD0.004 Tw[(r)18(elevant than the price. For example, if I decide to buy a )]TJETBT/F11 1 Tf9.5 0 0 9.5 332.6005 218.5694 Tm[(Palm T)92(ungsten T2)]TJETBT/F3 1 Tf9.5 0 0 9.5 408.5167 218.5694 Tm-0.0002 Tc(, I am)Tj-33.52807 -1.28948 TD0 Tc-0.01 Tw[(likely to get the same featur)18(es, service and war)-1(ranty no matter who I buy it fr)18(om.)]TJETBT/F0 1 Tf6.75 0 0 6.75 90 174.1717 Tm-0.0001 Tc(113.)Tj2.51733 0.00001 TD-0.0002 Tc0.0278 Tw(In Mar)Tj2.8481 0.00001 TD-0.0001 Tc(ch 2000, mySimon Inc. was bought by CNET Network, Inc. an American new media company)Tj41.7547 0.00001 TD-0.0003 Tc(, r)Tj0.89742 0.00001 TD-0.0002 Tc(ecog)Tj2.24145 0.00001 TD0 Tc(-)Tj-47.74167 -1.18523 TD0.028 Tw[(nized ar)18(ound the globe as a leading sour)17(ce of infor)-18(mation and services r)18(elating to computers and technol-)]TJ0 -1.18518 TD[(ogy)92(. CNET Networks, Pr)17(ess Release, \322CNET)111(, Inc. Completes Acquisition of mySimon Inc.\323 \(1 Mar)18(ch 2000\),)]TJ-0.0002 Tc(
[Anonequity.org] Bots, Babes and the Californication of Commerce: . It is worth noting that these r)17(epr)18(esentations wer)18(e originally made by the pr)17(oprietors of)]TJT*[(mySimon on the \322About Us\323 portion of their web site. These r)17(epr)18(esentations wer)18(e subsequently r)17(emoved,)]TJ-0.0001 Tc0.0278 Tw(though they continue to exist in various places on the web that describe and discuss mySimon. The exact)'T*0 Tc0.028 Tw[(r)18(epr)18(esentation fr)17(om the original mySimon web site stated: \322mySimon isn\325)18(t an online stor)18(e. W)17(e don\325)18(t sell)]TJT*[(anything. It\325)111(s not a generic sear)17(ch engine either)92(, so we don\325)18(t simply list the names of ever)-1(y stor)18(e on the)]TJT*[(W)18(eb. W)18(e of)17(fer an unbiased service that helps you decide what to buy and wher)18(e to buy it.\323 See also US)]TJT*[(Patent & T)92(rademark Of)17(fice, \322United States Patent Application 20020169676\323 (14 November 2002), )]TJT*[(available at Patent Application Full T)111(ext and Image Database )-1(.)'ET54 192.072 m396 192.072 lSBT/F0 1 Tf8.5 0 0 8.5 54 668.5752 Tm(310)TjETBT/F2 1 Tf8 0 0 8 90 668.5752 Tm0.0277 Tc0.0278 Tw(university of ottawa)TjETBT/F4 1 Tf8 0 0 8 169.1087 668.5752 Tm0.0295 Tc0.0296 Tw(law & technology)TjETBT/F2 1 Tf8 0 0 8 242.0848 668.5752 Tm0.028 Tc0 Tw(journal)Tj13.1561 0.0472 TD[(w)1(w)1(w)56(.uoltj.ca)]TJ/F8 1 Tf1 0 0 1 -1000 1702 Tm1 g0 Tc( )TjETQendstreamendobj29 0 obj>stream/GS0 gs1 g0 702 0 0 ref/GS2 gsq0.5 w 0 0 0 1 K0.25 0.25 485.5 701.5 resBT/F3 1 Tf9.5 0 0 9.5 126 622.8193 Tm0 0 0 1 k0.026 Tw[(If it could be said that ELIZA once of)18(fer)17(ed to interlocutors a dispassion-)]TJ-3.7895 -1.2895 TD0.107 Tw[(ate sounding boar)18(d for self-help therapy)74(, then it is tempting for consumers to)]TJT*0.007 Tw[(think of mySimon as pr)18(esenting an unbiased surfboar)17(d for self-service shopping.)]TJT*-0.019 Tw[(However)92(, such a comparison is not apt. After all, Eliza )]TJETBT/F11 1 Tf9.5 0 0 9.5 318.5239 586.0693 Tm-0.0001 Tc-0.0192 Tw(did not)TjETBT/F3 1 Tf9.5 0 0 9.5 351.5901 586.0693 Tm0 Tc-0.019 Tw(log sessions or col-)Tj-27.5358 -1.2895 TD0.18 Tw[(lect personal information in furtherance of mass marketing, nor wer)17(e ELIZA)7474(s)]TJT*0.001 Tw[(r)18(esponses dictated by whatever some thir)18(d party adver)-1(tisers wer)18(e willing to pay)74(. )]TJ3.7895 -1.2895 TD0.032 Tw(Although it would appear that mySimon earns his living helping people)Tj-3.7895 -1.2895 TD0.084 Tw[(shop, in truth, ther)17(e is no \322him\323 and the company on whose behalf this virtual)]TJ-0.0002 Tc0.1005 Tw(persona operates)'5.7 0 0 5.7 165.5845 527.6694 Tm-0.0001 Tc(113)Tj9.5 0 0 9.5 178.6853 524.8193 Tm0 Tc0.101 Tw[(is pr)18(emised on a business model that privileges web mer)-1(-)]TJ-9.3353 -1.2895 TD0.125 Tw[(chants over consumers by allowing mer)18(chants to advertise under the guise of)]TJT*-0.018 Tw[(pr)17(oviding objective consumer advice. Although mer)18(chants ar)18(en\325)18(t r)17(equir)18(ed to pay)]TJT*0.045 Tw[(anything, those who do ar)18(e able to modify sear)17(ch r)18(esults with an enhanced list-)]TJT*-0.016 Tw[(ing that includes their companies\325 logos on the r)18(esults page. mySimon\325)74(s business)]TJT*-0.015 Tw[(model also of)18(fers other pr)17(emier spaces on its pages for web mer)18(chants to adver-)]TJT*0.055 Tw[(tise their war)18(es. Consequently)74(, vendors who pay ar)17(e able to influence the man-)]TJT*0.112 Tw[(ner in which mySimon and other shopping agents pr)18(esent shopping advice to)]TJT*0.062 Tw[(consumers. They ar)18(e able to obtain \322pr)17(eferr)18(ed placements,\323 pr)18(oviding vendors)]TJ-0.0001 Tc0.0278 Tw(\322with several ways to deliver their message\311\323.)'5.7 0 0 5.7 292.5194 417.4194 Tm(114)Tj9.5 0 0 9.5 126 402.3193 Tm0 Tc0.087 Tw[(Part of the pr)17(oblem, of course, is that most consumers who use shop-)]TJ-3.7895 -1.2895 TD0.037 Tw[(ping bots ar)18(e unawar)17(e of the fact that the highly persuasive pr)18(esentation of the)]TJT*0.281 Tw[(sear)18(ch r)17(esults can in fact be bought.)]TJ5.7 0 0 5.7 259.6795 380.6694 Tm-0.0001 Tc(115)Tj9.5 0 0 9.5 274.4987 377.8193 Tm0 Tc[(T)92(rusting that such bots ar)18(e mer)17(ely)]TJ-19.4209 -1.2895 TD-0.03 Tw(\322trained shopping experts\323)Tj5.7 0 0 5.7 206.6128 368.4194 Tm-0.0001 Tc(116)Tj9.5 0 0 9.5 218.4759 365.5693 Tm0 Tc[(who of)18(fer \322an unbiased service that helps\311decide)]TJ-13.5238 -1.2895 TD0.004 Tw[(what to buy and wher)18(e to buy it,\323)]TJ5.7 0 0 5.7 233.9129 356.1694 Tm-0.0001 Tc(117)Tj9.5 0 0 9.5 246.1003 353.3193 Tm0.0044 Tw(many customers simply follow the advice as)Tj-16.4316 -1.2895 TD0 Tc0.062 Tw[(if it had been of)18(fer)17(ed by a commer)18(cial agent or some other person with whom)]TJT*0.119 Tw[(they have formed a trust-based r)17(elationship. Most people do not even r)18(ealize)]TJT*0.057 Tw[(that, although they have the option to instruct the bot to sort sear)17(ch r)18(esults by)]TJT*0.03 Tw[(price or pr)18(oduct, the default setting used by most bots does not sort accor)17(ding)]TJT*0.083 Tw[(to best price but on the basis of who the mer)18(chant is. In other wor)17(ds, it is not)]TJT*0.13 Tw[(unusual for shopping bots to prioritize sear)18(ch r)17(esults based on the mer)18(chants)]TJT*0.028 Tw[(they pr)18(efer rather than on the basis of which pr)17(oduct pr)18(ovides the best value. )]TJ3.7895 -1.2895 TD-0.008 Tw[(This is particularly significant given the natur)18(e of most items bought and)]TJ-3.7895 -1.2895 TD0.012 Tw[(sold via shopping bots. Since many such pr)18(oducts ar)17(e sold with similar or identi-)]TJT*-0.008 Tw[(cal featur)18(es, ser)-1(vice warranties and shipping costs, the actual mer)18(chant is far less)]TJT*0.004 Tw[(r)18(elevant than the price. For example, if I decide to buy a )]TJETBT/F11 1 Tf9.5 0 0 9.5 332.6005 218.5693 Tm[(Palm T)92(ungsten T2)]TJETBT/F3 1 Tf9.5 0 0 9.5 408.5167 218.5693 Tm-0.0002 Tc(, I am)Tj-33.5281 -1.2895 TD0 Tc-0.01 Tw[(likely to get the same featur)18(es, ser)-1(vice and warranty no matter who I buy it fr)18(om.)]TJETBT/F0 1 Tf6.75 0 0 6.75 90 174.1717 Tm0.028 Tw[(113.)-572(In Mar)18(ch 2000, mySimon Inc. was bought by CNET Network, Inc. an American new media company)91(, r)18(ecog-)]TJ2.5173 -1.1852 TD[(nized ar)18(ound the globe as a leading sour)17(ce of infor)-18(mation and services r)18(elating to computers and technol-)]TJT*[(ogy)92(. CNET Networks, Pr)17(ess Release, \322CNET)111(, Inc. Completes Acquisition of mySimon Inc.\323 \(1 Mar)18(ch 2000\),)]TJT*0 Tw[(
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