Kottke on Elasticity

Google doesn’t care about stickiness (which is a nearly unattainable goal unless you’re AOL or Yahoo!)…they know that you’re not going to spend all your online time at their site. They care much more about making their site elastic: vistors aren’t stuck in the site, but when they leave, Google knows there’s a good chance they’re coming back. Loyalty without lock-in. Elastic sites work well because they embrace the “Webness” of the Web. – Jason Kottke