As part of the project team which produced Guidelines for web-based guidance, I am very pleased that Marcus recognises that the project has some very useful things to say. It doesn't get to the bottom of things because I don't think we have yet plumbed the depths! One of the issues in the project was to start thinking about what might be the particular demands, in ethical terms, of distance and or asynchronous career guidance. There is no doubt that the UK has a wealth of materials, and no doubt that Marcus has made a great contribution to the bank. But the project wanted, in part, to empower practitioners (and their clients) not only to engage with web based tools but also to make sense of their experience. The checklists at the end of each chapter go some way to helping with that process. The checklist for the ethics chapter was not included when the Guidelines went to press:I will try to paste it onto this site.