Beginning of Essay
The Internet, with its octopus-like, global reach and affordable commercial real estate, was going to rewrite the rules of commerce, giving corporate CEOs and small-time home-business owners even odds at pioneering this digital shopping frontier. Online advocates ....

Middle of Essay
.... you get there, which is the first hurdle, all the competitors are lined up together, one next to the other. So where do you go? You gravitate towards the brand names you already know -- the biggies." While Web site affordability has made it easier for companies like Phillip's to establish an Internet presence, the same is true for his competitors. Hence, a glut of small to medium-sized florists camp out on the Internet and fight to draw consumer attention to themselves and away from deep-pocketed and more recognizable competitors such as FTD and 800 Flowers. "There are now so many [floral] sites that the worthwhile ones often become lost," says L ....