Like everyone else on the social web, I just read Seth Godin's new book Linchpin . It's a big book, not so much in number of pages, but in number of ideas. One core theme is the idea of emotional labor " bringing more human feeling and connection to your work, some essential part of yourself that can't be automated or outsourced. It strikes me that this gets to one of the key distinctions between different models for doing business online.