Experience, not content A while ago I wrote that publishers are leaving money on the table because they don't understand they're selling experience, not content. O'Reilly gets it, as they demonstrate by offering their DocBook both on the Web and on paper (much like Philip Greenspun did a while ago). Why will people buy the book anyway? Because reading pages and pages of text on a screen sucks, and reference books work best beside the monitor, not competing with it.