Joel Bush co-founded Amplifier.com to help web companies monetize and

expand their brands. Clients include The Onion and Despair Inc., and Bush and

company go about their business with a unselfed zest that might seem odd to many in

today's "brand-yourself-24/7" web world. But it's the nature of their business and

part of what makes them so effective. I caught up with Joel at SXSW and we spoke

about his business, the great even that is SXSWi, and other things on his always

active and observant mind.