The document discusses different aspects of what the web is and how IRRI.org fits into the wider web. Specifically: 1) The web can be viewed as a TV network with different content types, a library with various resources, or a telephone company with different communication services. 2) IRRI.org plays a role ("cog") in the worldwide web by creating and sharing agricultural research content. 3) Developing useful content involves collaborating across IRRI staff, managing content, and engaging with users to provide meaning and context.