This is a great post that looks at one of the most annoying things about the web - that is all of the long and lame forms that you have to fill out all over the place in order to even see or try many services or applications.
There has to be a better way. The way proposed here using several examples of sites that are doing it well is to gather information gradually. After you have made the case on why a user would want to use your site and/or service. And when you do ask for information you are just asking for the information that you really need. Not tons of other stuff that you have no idea what that place is going to use it for.
Interesting concept. And it makes sense.
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