Who moved my digital cheese?

With ad dollars drying up, online entrepreneurs are looking for new ways to monetize their great ideas. Joel Auge, who helped to create the MouseHunt application for Facebook, settled on sales of digital cheese. MouseHunt users set traps for mice around the Facebook service, and they pay real money -- about $120,000 a month -- for fake cheese to use as bait. "We went into it specifically looking for different ways of making money," Auge says of his unusual business model.

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Globe and Mail (Toronto) (tiered subscription model), The

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