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We discuss the organisation of internet communities, focusing on what we callthe principle of "bait and switch": founders of internet communities often findit advantageous to recruit members by promising inducements which are later nothonoured. We look at some of the dilemmas and ways of attempting to resolvethem through two paradigmatic examples, Wikispaces and Wordpress. Our analysisis to a large extent motivated by the demands of CALLector, auniversity-centred social network we are in the process of establishing. Weconsider the question of what ethical standards are imposed on universitiesengaged in this type of activity.

What do the founders of online communities owe to their users?