Seven months ago, it was not clear who would ultimately step up to rule the landing page. One can only hope that the obvious players, agencies and SEMs, are building their own technology. Otherwise, why would they let industry leaders Offermatica and Optimost get scooped up by Omniture and Interwoven, respectfully? Theories abound. At best, perhaps a $52 million price tag was too high, as in the case of Optimost. At worst, it is possible that senior management teams just don't get it.