«Unlike radio and television on the one hand and the telephone on the other, which were quickly standardized around an economic model and a media format, the Internet is fundamentally heterogeneous. This diversity is a key asset. As a result, use of the Internet cannot be unified around an economic model or a communicational format. It is not a medium but a system which is tending to become as complex as the society of which it is claimed to be a virtual copy. »(Flichy, 2006: 201)