So here's how it works. A company opens a forum. People post messagesof every sort, from the supportive to the stupid to the righteouslyindignant. Employees respond in their own voices. Readers of the forumsee in the answers not just words but a real sense that the employeescare and that the company is confident enough in what it stands for toallow employees to say what they want. As a result, the company'ssocial commitment avoids sounding like every other company's trendymouthings. Shell's lack of control over the forum is preciselyequivalent to the depth of its real commitment. It's that simple.