As John Landry, chief technology officer for Lotus, told me: “I’m not talking about incremental change here. I’m talking about a set of technologies that will be as significant in impact as assembly-line technology was to mass production, and as mass-media technology was to mass marketing. But this intenetworking technology will replace many advantages of mass production and mass marketing by allowing for mass customization creating, in some industries, custom goods better, faster, and cheaper than mass-produced goods and providing the framework for addressing individuals with custom marketing and messages and individualized customer service.”