Over a 40-year career, I have been affiliated with five universities, three since 1990. The World Wide Web originated in 1990, and during my last five years at Gannon University, I watched with frustration as we slowly came online, learned how to operate listservs and websites, and determined policies and guidelines that would control our online work. In 1995, I moved to Penn State. Larger and better-funded, Penn State worked constantly to upgrade its online presence, both as a tool for its employees and a public face of the University. Higher-ups in higher ed began to see the Web's effectiveness as an admissions device, as a reputation-builder, as a replacement for the thousands of printed directories produced annually, and for instant, low-cost communication with colleagues and students around the world. Realizing that its reputation required a sharp, polished, and professional look, Penn State hired a company to create its online "brand." Each of the 22 locations ...