Wired For The Bottom Line

O'Such says Priceline made all the difference. "Just having the information made me able to negotiate with confidence," she said. "Especially as a woman, that's important."

Enter Amazon.com. Freeman's love affair began two years ago when it found him an out-of-print book in hardcover and in mint condition. "I was, like, you guys are the bomb," he recalls. He's bought at least $1,000 worth of books, music and DVDs from them since.