  We discuss the organisation of internet communities, focusing on what we call
the principle of "bait and switch": founders of internet communities often find
it advantageous to recruit members by promising inducements which are later not
honoured. We look at some of the dilemmas and ways of attempting to resolve
them through two paradigmatic examples, Wikispaces and Wordpress. Our analysis
is to a large extent motivated by the demands of CALLector, a
university-centred social network we are in the process of establishing. We
consider the question of what ethical standards are imposed on universities
engaged in this type of activity.

Computers and Society