Of late, we all have been getting battered with the message the VRML needs more compelling content. But what is content? What does it mean that VRML needs more of it? Does that mean we need to look more like Hollywood? How can we look like Hollywood when we cannot achieve those kinds of effects? What constitutues content: fiction? useful data stored in a user-friendly, easy to access way? Java applets?

Content is one of those words like 'faith'. It means different things to different people. Even within a given context, the question, 'what is content?' will yield not only a different answer from each person asked but probably conflicting definitions.

Creatives, and I'm referring mostly to writers and visual artists, insist that the reason entertainment CD-ROMs took so long to catch on and are still not yielding the big dollars is because their ideas were subverted by techies who thought they could do the job of creating content just as well as those who were 'self-annointed' experts.

Writing is not like programming. Anyone can put words on a piece of paper and announce to the world that they work,whereas with programming, the piece doesn't work until it's debugged and compiled. Writing and visual art (to a lesser extent) is subjective.

But writing and visual arts have rules that are more subtle than programming. Only a few people can write something that everyone will know works. Those people are, generally, professionals. Any Hollywood producer will tell you that it's hard to find good creative talent. Most Silicon Valley producers will say that all you need to do is raid your engineering staff. That's the crux of the problem.

I am fascinated by this call to creativity, because I believe that in its essence. VRML's success will depend on it's draw. Why did TV sell? Because everyone wanted to watch Milton Berle. Why did VCRs sell? Because people wanted to watch dirty movies in the privacy of their own home. Why did the radio sell? Because people wanted to hear music for cheap.

The Ojay's said it. "Got to give the people what they want." And I hate to break this to you all, but the people don't want what's out there now. Because if they wanted it, they'd be there.

So how do we get the people? Hire talent that can create content that compels the people to come. The axiom should not be 'if you build it, they will come.' The axiom should be 'If you build it _right_, they will come.