The beauty of it all is that businesses, no matter how small, have access to the same tool of choice for reaching customers. If you can code, then really, you could become successful. Right now, the same tools as Apple, Google, and the likes use to create their online presence are in everyone's hands, even small businesses. So really, you can create a successful online presence fairly easy and cheaply.
What if you can't code? No biggie! Services on the internet for non-coders abound. Businesses like ours are great at working with non-techies and helping them build a successful online presence. Websites, email lists, social network management, PURL campaigns, online stores, all of these can be handled relatively inexpensively by another business (like us).
Is it worth it? Is paying another business to build your online presence and image worth it? Maybe we're biased, but YES. If the only way to get your business on the web is by doing this, then, honestly, it becomes almost a necessity.
Because the internet matters to business.
But more on that another time.