I\'m sure Stephen H. Wildstrom didn\'t give that title as much thought as he should have, or maybe he did.
His Story in Businessweek is about how publishers are developing a system for locating and retrieving material on the Web--especially the sort of copyright works now found mostly in libraries.
They call it the Digital Object Identifier for eBooks, The DOI consists of two parts: a prefix that identifies the publisher, and a publisher-created suffix unique to the work.
The project is also part of a much broader effort to make Web content easier to locate and retrieve. While books are just starting to join the system, there are 3 million DOIs in use giving live cross-references in online academic and professional journals.
Check it out for yourself at crossref.org