"Data does not create information; information does not create knowledge and knowledge does not create wisdom. People use their knowledge to make sense of data and information. People create information that represents their knowledge, which can then be more widely shared." - Harold Jarche. Doesn't this sound like a friendly expansion of R David Lankes talk at IPL2 "What does the future hold for reference services"? Atle Iverson adds that in his view, the final step is not SHARE - but USE!