In the Internet Marketing for Smart People radio show finale to season one, Brian refers to "Kevin Costner Syndrome", a condition that affects a number of bloggers, marketers, and entrepreneurs. If you saw Costner's 1989 blockbuster "Field of Dreams," you remember the line from the film: "If you build it, they will come." It was heartwarming and inspirational in the movie. It can destroy you as an online marketer.