According to this notion, the era of the big Internet portals (such as Yahoo! and PCHome) is over, and a new era of highly personalized websites is upon us. Users are no longer just passive receivers of content, but also its creators. By keeping the content fresh, they share and participate.
這種觀念認為往昔那種網路活動重心集中在少數入口網站（如雅虎、PChome）的模式已經落伍，新時代的網站服務必須強調個人化服務，使用者不再只是被動的訊息接收者，同時也是主動的內容生產者，他們藉著不斷更新內容，進行社群式的分享。