The Cluetrain Manifesto: Thesis #7: Hyperlinks subvert hierarchy. ... I decided to create a Web-cum-e-mail newsletter. I wanted a catchy title, so I called it Entropy Gradient Reversals, EGR for short. In the beginning, I thought it would be a perfect vehicle to deliver my profound pundit-grade insights about the Internet and show everyone how smart I was. That didn't last long. I ended the very first issue like this: [_] From time to time we offer to share our list of subscribers with door-to-door aromatherapy salespersons and ritual ax-murderers. If you would prefer that your data not be used in this way, please check the box. Whoa! What a response that brought! Everyone was laughing. People subscribed in droves. I was ecstatic. I wondered whether IBM would have given me permission to publish such material. Probably not on the off-chance of offending the aromatherapy and ritual ax-murderer market segments.