It all started as a small idea in the mind of Vice President Al Gore -- the Internet, that is. Okay, so perhaps that joke is getting old, but one thing that is clearly not getting old anytime soon is the Internet itself. The Internet has spawned a technological and informational revolution that has provided countless opportunities for getting rich (and poor) almost instantaneously. It has created a 24 hour news cycle that can satiate the world's news junkies while informing anyone and everyone at virtually any minute of the day. The Internet has become a virtual stage for celebrities, politicians and social activists hoping to reach large audiences. And, for the first time in presidential campaign history, led by Senator John McCain, the Internet was a tool for raising campaign donations.
Some might argue that the expansion of the World Wide Web has been too large for its own good. Sure, it has provided amazing convenience and satisfaction to those people who insist on immediate gratification. But, there are indeed some people who might look at you as though you were the unfortunate love child of Bill and Monica if you didn't have a personal e-mail address to exchange in social situations. Moreover, e-commerce has become so mainstream that even a third grader could advise his parents about how and where to buy him that new video game system off the Internet.
Online shopping seems relatively fast, painless and fun, right? Wrong! Say you are looking for something simple, for example, a stainless steel coffee mug for your morning commute. If you are web savvy, it might be only a matter of minutes before you receive that confirmation e-mail and your UPS tracking number. However, if you are an Internet-surfing neophyte, you quickly become anxious and overwhelmed by an overload of choices after using a search engine that delivers a list of 1,000 or more relevant sites.
The dream of owning that quaint deli in some idyllic New England town has been replaced by the excitement of launching an online boutique that can make you a multi-millionaire in an hour. Can't afford to go to college, but still want to get one of those hallowed Ivy League educations? Not a problem. If Michael Saylor, the chief executive of MicroStrategies has his way, you will be able to get a free Ivy League-quality education online. Interested in fighting for whatever social or political cause you are most passionate about this week? Just make a webpage and you have instant communication with a worldwide audience.
Now, Americans are fascinated with Europe -- for its exoticism, for the diverse offerings and traditions of every culture. Americans are also fascinated by Europe's seemingly liberal social attitudes and laws. Nude beaches are a far greater novelty for Americans than they are for Europeans who love sunbathing naked. And there are many teenagers in the United States who love travelling to Europe knowing that they will be able to drink legally even if they aren't 21 years old.
On June 1, 2000, Americans will have yet another reason to envy or scorn Europeans. Two American entrepreneurs are about to combine their fascination with European culture and their keen American business sense in launching an Internet start-up called "iToke," that humbles the lofty hopes and expectations of many other Internet business people. Co-founders Tim Freccia and Mike Tucker are making something they consider "as American as Silicon Valley" a European e-commerce reality. According to a press release on the fledgling company's website (www.itoke.co.uk), "there is one more thing that you'll be able to buy online in the next year. Grass, pot, weed, ganja -- call it what you will, but to the 'budding' entrepreneurs at iToke it's a product by any name."
Freccia says, "Europe has been striving for a rational, balanced policy towards marijuana. With the advent of comprehensive e-commerce solutions, we have been able to demonstrate a distribution system to communities that not only allays fears about criminality but also guarantees that users can enjoy our products safely and responsibly."
American corporate leaders and politicians might laugh at what seems a ridiculous business venture, but Freccia is calling it "the new economization of pot culture." With plans to launch in Stockholm, Copenhagen, Berlin, Hamburg and Dublin by the end of the year, the two men behind iToke are also hoping to create a world-wide market and eventually hit London, Tokyo and even New York.
Of course, the obvious flaw in their business plan is that this curious green leaf is not legal in the United States. At this point, the question seeming most relevant is whether Freccia thinks he is going to play some role in initiating discourse in Congress about the legalization of marijuana. Moreover, will toking join campaign finance reform, education and healthcare on the issue agenda in debates between likely presidential candidates Al Gore and George W. Bush? Probably not.
The bottom line, whether you agree with Freccia or not, is the diversity of choices, opportunity and freedom that the global economy and the Internet have created. After iToke, what's next? Live web newscasts by Leonardo DiCaprio?
