Bank One's, for example, is run by marketers, from one-time pickle pushers to credit card hustlers. And Wingspan's former management, who had come mainly from Bank One's First USA credit card unit, are now setting up a new Web bank, Juniper Financial.

Not just the cyber banks themselves, but even suppliers to down-to-earth banks with Internet offerings, seem to be wholly taken over by marketers. These gurus seem to think there is no limit to the amount of "selling" the American people can take.

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