The Microsoft Effect
The web, myself included, is getting all giddy about CSS3 and the way it will make Rich User Interfaces more prominent on the web. CSS this and border-radius that. Look mom, no images etc. etc. The reality is that the web design skills gap will now get wider, not narrower. Rolling up your sleeves and having a go will just look like that you’re, well, having a go. Basic, won’t cut it, adding some effects here and there won’t cut it. Rich user interfaces will become even more important and so the bar will be set very high. Consequently branding will start to make serious demands on any web presence. All because Microsoft is finally catching up.