“A Behavioral Model for Information Seeking on the World Wide Web: Forward-thinking technology experts have predicted the day when accessing information, communicating with others, and performing complex transactions will be performed as thoughtlessly as turning on a light switch (Gelernter, 2000; Hawley, 2000). Computerized systems will satisfy our every information need. Information will ooze out of every corner of our lives. This is, however, far from the current reality. There are severe bottlenecks in the flow of information. Chief among these is poor interface design, which we have learned to accept with a shrug of the shoulders rather than demanding something better.”