that requires that consumers abandon what they know and learn something new. Windows offers upgrades that consumers can adopt quickly, easily, and voluntarily-or they can choose to pass and wait until the difference is great enough to warrant a change. Just as Microsoft Windows had the focus to become the operating system of the masses (not just the opinion leaders as in the case of Apple), the Rolling Stones did whatever it took to grow their fan base and be adopted by the masses. The Ed Sullivan show was important enough in reaching the U.S. mass market that the Stones modified their product to fit the culture in which they found themselves- accepting the cultural boundaries of America. When they appeared on Sullivans show in 1967, Jagger changed the words of "Lets Spend the Night Together" to "Lets Spend Some Time Together." Foregoing a purist view of their art form, the Stones were realistic and pragmatic about how to get the product out and accepted by potential fans. The psychological theory of generalization and discrimination also applies to the success of the Rolling Stones string of record- breaking concert tours. Though he knows that a majority of the fans come to hear a retrospective of Rolling Stones classic hits, Jagger is dedicated to updating the concerts, not just to make them new, excit- ing, and relevant to fans, but to reflect changes in society and in fans expectation levels. This prompted the Stones to perform the first live rock-and-roll concert on the Internet back in 1994. Ray Gmeiner explains, "Jagger interjected his own personal inter- est in the high-tech side of things into their 1997-1998 world tour. During opening night at Soldiers Field, they projected up on a screen     a giant main page and cursor. They tried to tie into what was at that time an emerging interest in the Internet and interactivity by letting their fans decide which songs would be played on tour. Fans were able to select, via the Web site, the songs that the band would play- a.k.a., go to www.whatever and submit your song choices." In the early stages of the tour, Jagger would actually stop the show, project onto the screen the number of votes for a particular song, and explain that that was why they were playing "Jumpin Jack Flash," for example, that night. The problem was that it slowed down the momentum of the show too much, so the concept was abandoned. "It was a good attempt, however, to stay up-to-date and relevant in a changing society-perhaps a little ahead of what people were ready to do," adds Gmeiner. "In the end, the Rolling Stones werent willing to sacrifice quality of the show-the number-one product and con- cern of the band." The technology theme did, however, get press, and whether some fans experienced it on stage or not, they were aware of the efforts of