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Notes to Pages 217–18 319
sored links] is something we do want to move beyond” (quoting Tim Cadogan, Vice
President, Yahoo Search Marketing)). Of course, advertisers routinely pay for placement
among sets of sponsored links included alongside search results in search engines like Yahoo
and Google.
86. BENKLER, supra note 26, at 76.
87. Id. at 76‒80.
88. See Paul Resnick et al., The Value of Reputation on eBay: A Controlled Experiment, 9
EXPERIMENTAL ECON. 79, 96, 98‒99 (2006), available at http://www.si.umich.edu/
~presnick /papers/postcards/PostcardsFinalPrePub.pdf.
89. See, e.g., Paul Resnick et al., Reputation Systems, 43 COMMS. ACM 45–48 (2000), available
at http://www.si.umich.edu/~presnick/papers/cacm00/reputations.pdf (noting
that reputation systems protect anonymity while fostering reliable transactions); Paul
Resnick & Richard Zeckhauser, Trust Among Strangers in Internet Transactions: Empirical
Analysis of eBay’s Reputation System, 11 ADVANCES APPLIED MICROECON. 127 (2002),
available at http://www.si.umich.edu/~presnick/papers/ebayNBER/RZNBERBodega
Bay.pdf (noting that eBay’s system and others appear to work, probably with help from
norms drawn from outside the online context); Chrysanthos Dellarocas, The Digitization
of Word-of-Mouth: Promise and Challenges of Online Feedback, 49 MGMT. SCI. 1407,
1417–21 (2003), available at http://ssrn.com/abstract393042 (noting several ways
that users can game the system, including changing their user name after receiving a bad
rating).
90. Ina Steiner, eBay “Feedback Farms” Planted with One-Cent eBooks, AUCTIONBYTES.COM,
Oct. 3, 2006, http://www.auctionbytes.com/cab/abn/y06/m10/i03/s02.
91. Google did de-list BMW for creating dummy Web pages with key words in order to raise
the ranking of its central Web site. BMW Given Google “Death Penalty,” BBC NEWS,
Feb. 6, 2006, http://news.bbc.co.uk/2/hi/technology/4685750.stm. Google, however,
quickly showed mercy and relisted the site just three days later, casting some doubt on
the effectiveness of the system when the perpetrator is an influential and important Web
site. See Posting of Danny Sullivan to Search Engine Watch Blog, Welcome Back to
Google, BMW—Missed You These Past Three Days, http://blog.searchenginewatch.com/
blog/060208-104027 (Feb. 8, 2006, 10:40).
92. Cyworld allows its users to decorate their pages by renting various digital accoutrements.
While one’s home page has the metaphor of a physical home, every digital item within
the home is rented rather than purchased. For example, a frame cover for a picture in
the room costs $1.72 and lasts thirty days. See Cyworld, http://us.cyworld.com/main/
index.php (last visited June 1, 2007); Wikipedia, Cyworld, http://en.wikipedia.org/wiki
/Cyworld (as of June 1, 2007, 19:00 GMT).
93. Cho Jin-seo, Cyworld Members Reach 20 Mil., KOREA TIMES, Feb. 5, 2007, http://
search.hankooki.com/times/times_view.phptermcyworld&pathhan kooki3/
times/lpage/tech/200702/kt2007020519364411810.htm&mediakt.
94. Jennifer Park, “I Was a Cyholic, Cyworld Addict,” OHMYNEWS, July 26, 2004, http:/
/english.ohmynews.com/articleview/article_view.aspmenuc10400&no179108
&rel_no1&back_url.