On the other hand, because reaching these markets of one is so direct and precise, it eliminates the waste involved in mass marketing. There is no need to send sales forces out in cars, or to waste untold hours cold-calling, in theory. That, of course, raises one of the most significant advantages of the current trend toward increasingly technological sales and fulfillment to increasingly highly identified markets; less environmental damage. Granted, it may be that a buyer in Singapore wants an item only created in Istanbul, so shipping is involved. On the other hand, it is likely, applying Moore's Law to commerce as well as technology, that before long, mini-factories will spring up across the globe to fulfill desires close to the locus of their creation. It will be demanding: Marketers in such a commercial environment "will have to be highly attuned to the needs of their users, as the hostess of a French salon understood the intellectual and cultural tastes of her guests" (Armstrong and Hagel III 1995, 127).

And J. Hagel III. 1995. Real profits from virtual communities. The McKinsey Quarterly 3, 127. Retrieved 24 May 2005 from www.questia.com.
Armstrong, a.G. And J. Hagel III. 1997. Expanding markets through virtual communities, McKinsey Quarterly 1, 140+. Retrieved 24 May 2005 from www.questia.com.

Beck, J.C. And P.D. Lynch. 2001. Profiles of Internet buyers in 20 countries: Evidence of region-specific strategies. Journal of International Business Studies 32(4), 725+. Retrieved 24 May 2005 from www.questia.com.

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