What do NPR, CARE and Medscape have in common? They care enough about the AIDS debate to advertise their information on Overture or Google, the two leading "pay for keyword" services online. Unfortunately, not many groups share their passion. Only 24 groups advertise on Overture for the word "AIDS". This compares to 68 for "diabetes" or 89 for "acne". The top "bid" for "aids" is $.50, compared to $2.79 for "diabetes" or $3.00 for "acne". Without pushing this analysis too far, it is fair to say that there are relatively few organizations trying to increase their influence in the global AIDS debate with any sort of aggression -- or else we'd see more advertising. It's perplexing given that global AIDS is in great part an "information problem" (policy formulation, education, prevention efforts, monitoring & evaluation, etc.), yet organizations aren't turning to the web as actively as we would hope.