Scent communicated through trigger words works much the same on the web and can engage users in your story without ever seeing a picture of the model or cute puppy dog in your ad. 

You may end up paying for lots of design considerations and affordances that you may never need, solely based on the internal goals of the design firm you choose.  

Multiple platforms should be considered in the initial planning process to address the needs of regular users and those that will be navigating your site with the help of assistive technologies. 

Try designing a single printer-fax-scanner-copier (PFSC) for use in China, Russia and Nigeria.  How about designing this PFSC for every imaginable context of use.

There is a growing need for a seamless bridge between those who constantly publish new text information on the web and the growing number of users with mobile audio devices such as iPods and mp3-players.

They don't remember what message was coming out of the system, but they do remember the collective residue of the listening experience, which was either a positive or negative brand interaction.

The biggest complaint and "perceived" barrier to adoption of news and information consumption on mobile devices in America is a constant nagging over the size of the screen and keyboard on mobile devices.