What about Flash? Useful as a web technology or not? This article appeared as a Futures column in Marketing magazine, Canada’s version of Advertising Age, in June 2002. I wanted the reader to be thinking of the rich visual motion-oriented environment Flash could make possible. Since then, Flash has continued to see limited success. Though the situation has not been helped by security concerns, complexity, and the lack of iPhone support, I believe much of the reason for slow growth of the technology is because there is so much bad implementation. Sites that are slow, clumsy, and where Flash only gets in the way are far too common.