I have personal doubts about everyone jumping on all of the "free" web-dependent technologies that live in that amorphous Web 2.0 cloud in the sky. Now, don't get me wrong... I too use them, a lot in fact. I could make a long list, but I don't want anyone to think I'm selling a personal favorite technology short. And, in truth, some of my worry may be misplaced, but I sincerely doubt it. We will get to why I worry in a bit. But first...

I am primarily referring to programs that run on the Internet as an OS (operating system) as what I call webware. In some examples of webware, the end user is running a program, usually through the web browser, off of a server someplace on the worldwide web. The program may use resources from your machine to help it work. Other webware programs require you download a little program that works in conjunction with the vendor's server. And, in a different class of "free" internet-as-operating system, server-dependent technologies, the end user can use free storage space on a vendor's server. Of course there are many different permutations of all of this. Here's an example with which many readers may be familiar: Google Docs. Similar other services also exist.

With Google Docs and the like, you can work on word processing documents (and spreadsheets and presentations) in your browser window. You can save them to your desktop or the Google server in the sky. The later makes them available for editing, reading, or distribution from any computer in the world. You can print them. You can edit them live (simultaneously) with other users who are in distant locations. Many are already familiar with this. I've used it many times myself to work with others as we plan presentations at other locations around the world.

It's all free. Or is it?

My father always said that nothing in this life was ever free. Was he right? Is Google Docs really free? But this post really is not about Google or their free web-based, browser-dependent, free server space, Microsoft Office substitute. This post is about sustainable business models.

Sustainable business models must have a profit motive at some level. Whether it's data acquisition (to enhance ad sales or build a customer base) or sales-based revenue generation, business has to generate money. Free is not a sustainable business model.

Earlier on my site I introduced my readers to snaps. I love the little tool as it often trades in a mouse over for a pointless mouse click followed by disappointment and closing the newly opened window or having to navigate back. Snap was free! Well, no. Free isn't sustainable.

Perhaps snap scaled up their technology and worked out the bugs as they tested their cool tool on as many users as they could get to use deploy it. Perhaps they were focusing on building up a "customer base." Perhaps they were studying who clicked on what so they could sell advertising more intelligently. Whatever the case, as with many web tools, snap quietly introduced advertisements in their little popup windows. They are, no doubt, making money. They have to pay their employees after all! I certainly do not begrudge businesses making a fair profit.

So snap is no longer a part of my website. I removed the cool little tool. Their support email to me, when I questioned the appearance of the ads, stated that only .gov and .edu domain names are exempt from the advertisements.

As the industry seems to be moving us closer to the internet as an operating system with so many free services and programs at this point, I would encourage teachers and district leaders to proceed cautiously with becoming dependent on free webware. My gut tells me my daddy was right!