Andrew, et. al.
I would really like to think that you are right about Gonzo "making a killing" for small and medium businesses. I have two businesses, independent of software consulting that would fall under the heading "small & smaller", that I am certainly willing and eager to invest time, love and all the creativity I can muster. But I fear that the other edge of the Web sword is in how huge it is and how insignificant one's presence can end up being. Sometimes I feel like it's putting a bit of paper in a wine bottle and casting it into the Pacific Ocean to "market" myself to the Pacific Rim. I love the concept, and I am greatly enjoying the reading of both Chris's book and the Cluetrain Manifesto, but I have yet to understand the physics of it all. By that I mean how does an individual like myself, trying to make stringed instruments, create enough "mass" in the medium of choice (The WEB), to attract other bits of mass to it. I get literally dozens of spam per week trying to sell me large lists of web contacts for marketing purposes. I hit DELETE as quickly as I can. Mass lists are the antipathy of Gonzo marketing. In fact they are the epitome of the old business as usual. Send out 100 thousand letters and if 2% respond you've had a good day. Bullshit! That might work for someone selling some piece of trivial nonsense, but it won't work for someone trying to sell a quality product that has a price tag a few orders of magnitude higher than the usual mass mailing entreaty.
But I'll keep reading everything I can find time for, and keep up the dialogue with the Gonzoids of the world, and maybe one day one of us will find some way to make wine bottles find their way to some place meaningful.