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Jakob Lodwick's brief, one-sided spat with fellow Web-music entrepreneur Peter Rojas was just a warm-up act. Lodwick has announced his new project, Normative. We'll make this short, since Lodwick squanders endless words on a heart-wrenching tale of the music industry's slide and his efforts to purchase normative.com from a cybersquatter.

The short version: record label 2.0. Some "newfangled" profit-sharing scheme. Lodwick's charm has managed to hook an entire artist on the premise. Too bad three fatal words have killed Normative before it even got off the ground. "We will promote our albums in new ways that are hundreds of times more efficient; ways that record labels don't understand, but are obvious to a seasoned Web entrepreneur." Spicy.