Lots of what we take for granted about the stuff we read is actually shaped by the, er, printy nature of print. So if you try and recreate book-type formats online it doesn't really work, because the constraints and opportunities of the Web are different.
I want to talk about some of these printy assumptions, and suggest some qualities that strike me as important in order for net-native writing (especially fiction) to work on its own terms, rather than as a disappointing poor relation of the print sort.