The standards rely heavily on the network effect, that is, the idea that the effectiveness of a standard is based on the number of people who use it. As a result, hard-to-implement standards, especially those related to technology, rely heavily on incentives to get enough people to use them. By looking at PICS and PCI DSS, two Internet standards, where one succeeded and the other failed, we can see what makes standards effective online. The Platform for Internet Control Selection (PICS) was an Internet standard created by the W3C in 1996 to allow parents to filter content, primarily nudity. It was completely voluntary and it was up to the website owners themselves to label their own site. Indeed, the Internet has an end-to-end infrastructure; control is placed on users rather than a centralized unit. Allowing website owners to conduct reviews avoids the enormous burden of a single agency trying to judge every site on the web for itself. However, self-compliance cannot impose too much responsibility on the end user, otherwise users will not....