If you want to write a reaction on news site MSN Reporter, from now on you have to first create an account, or log in through an existing Live/hotmail account (dc, Dutch). At first sight, it looks like a user unfriendly step, but it will improve the quality of the service, and with that the satisfaction of the users. As people who react can now be identified, comment spam can be avoided more easily, and also people who purposely write very negative or very positive don't get much chance any more: they will be traced down quickly. Also, an individual can only vote once. Through that, a poll evolves toward market research: it becomes more and more representative (although lots of steps have to be taken to make it statistically relevant). Furthermore, MSN Reporter can build visitors profiles by looking at the reactions of an individual, and with those start developing dialogues necessary to become a news coaching brand.