Not full of shite, Peter. Some thoughts on the topic of users, however. As content engineers, interface designers, whatever, we SHOULD be obsessed with users. Indeed, as you say, EVERYONE on the team should be obsessed with the audience. As we probably have all experienced, often this isn't the case. So as part of a group that typically IS obsessed with the audience we sometimes become the audience evangelists trumpetting "usability this" and "user centered that" to the people who aren't. That is an often sad, but true reality. So when it comes to marketing... I think I often feel like the marketer marketing user needs to the team. Just a thought from everyday living as an Information Whateverchitect.