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The long tail is a neologism used to describe what the retail marketplace looks like in the age of Internet commerce.The Internet helped create new kinds of retailers,while new ways of filtering information helps match consumers with the products sold by those retailers.Contrasting opinions about the amount of information available and the best ways to present it are explored; attribute-based user interface designs (UIDs) are proven superior to question-based UIDs.In conclusion,several concrete examples of emerging long tail businesses are detailed.The long tail is happening here and its happening now.