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The closeness part caught my attention immediately because the assumption is that you'd need it to engage - you don't. How liberating, actually!

Excellent choice for the lead sentence alone.

"The Web enables us to interact with people - and brands - at the level of closeness or distance of our own choosing."

There is a balance somewhere in allowing the public to choose it's level of engagement and I think we sometime forget that given that 78 percent of public engage brands and companies online, regardless of closeness.

Best,
Rich

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