Why self-promotion? The best promotion would be slight-of-hand on the Net. (I bet that 'slight' is spelled differently in this context too...) I agree that to really use the Net. well Mr. Manton shouldn't just post about himself & his opinions - That would be crass & very easily seen through. But it could be done with skill & a reputation manufactured on the sly if M. was so inclined. The Net. is so open to abuse. - An academic discussion anyway because I don't think that any of this is M.'s style. I wasn't addressing anyone's style of self-promotion (whether subtle, overt, or non-existent). My point was that history shows us that the marginal benefits of forum loyalty are relatively low, particularly when a product is at least competent or decent. Manton spends a lot of time on SF--usually () to be helpful. That time isn't likely to win him many dollars over what he would have made anyway. I'm sure he knows this, and thus, I doubt his motivations are particularly mercenary.