Interactive advertising can be made more inviting if you create intriguing environments for people to visit. Advertisers need to figure out how to create their own worlds, where people understand that being part of this religion, this brand, is a powerful and important thing. What we’re talking about here is building cathedrals. In the Middle Ages, the cathedral was a communication about religion, the life after. It was this node between you and Heaven, so people didn’t have to read the Bible to get what the cathedral was about. That’s what we’re talking about in creating online worlds.