THE WEB'S MIDDLEMAN

MOGUL-IN-EXILE BARRY DILLER BETS THAT WEB-BASED DEEP INTERVIEWS WILL CHANGE THE WAY WE SHOP

So you're buying a car, and you can't afford to make a mistake. What do you do? Consult your friends and your Ouija board? Pore over newspapers and magazine ads? Endure dealership pitches and test drives? Lie awake at night worried you'll screw up? All of the above?

Wouldn't it be nice if instead an automotive expert asked you a series of questions and used your answers to winnow down the field to a few dream machines? And used the same format to help you decide how to finance the purchase? And did this all in an hour, free?

Barry Diller...

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