The one feature that most distinguishes the Internet from any previous communications medium is its interactivity. The Net is a two-way street. One gives, and one receives. Savvy organizations and individuals have long recognized this, making it easy for people to contact them and diligently respond to e-mail. Organizations on the vanguard have even set up discussion boards where customers, clients, interested observers, critics and even competitors can air their views and share their experiences. The main benefit: repeat traffic and referrals, with the expectation that some visitors will become customers and customers will be more likely to remain customers.