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While the hype culture (upper management, marketing, and business development) is focused on making whatever promises are necessary to attract venture capital, revenue-generating deals, and users to the site, the burden of delivering on those promises lands on the shoulders of the craft culture artisans like the designers and developers. This modern high-tech version of the perennial struggle between art and commerce (or perhaps farmers and cowmen vs. the railroad barons) adds another level of complexity to any discussions of usability issues—often in the form of apparently arbitrary edicts handed down from the hype side of the fence.3