INTERNET companies are often talked about in terms of how "internetty" they are. Firms are divided into pure internet start-ups, existing companies trying to come up with a serious web strategy, and "clicks-and-mortar" retailers attempting to keep up with the latest fads in the industry.

But perhaps the market is more complex than that. Last week, there was news that Tesco is not only doing very well on the net, but investing huge sums to ensure its online shopping service is available to 90 per cent of the population.

That's interesting, but what's more interesting is that it is also investing in 15 per cent expansion of shop floorspace this year. It has spun off a separate company called Tesco.com which it might float if it's successful.

This is what clicks and mortar is all about. And it throws an interesting new angle on the uproar surrounding the decision by Barclays Bank to close dozens of branches, partly because of the rise of electronic banking.

Meanwhile, another High Street store, Iceland, is planning to change its corporate identity to Iceland.co.uk. Even store-front signage will be re-made to reflect the new name.

This idea could backfire on Iceland badly. If nothing else, adding ".co.uk" limits the company in many ways - what if domain names change or new ones are brought into circulation? What if, as many expect to happen within a few years, domain names are replaced as a means of finding web sites by a system which is far more user-friendly?

Then there's the feeling that Iceland is simply jumping on the bandwagon.

Slapping some new letters after your company name does not an e-commerce venture make. Even a lot of internet-based companies are wary of using their domain suffix - the ".com" or ".co.uk" bit - as a corporate identity.

It boils down to the familiar argument about e-business. Sooner or later everyone will be at it, and having a domain name and a web site will be nothing special at all.

IF the internet hadn't been invented, we wouldn't have been able to enjoy glorious web sites like Embarrassing Problems (www.embarrassingproblems.

co.uk), a new site devoted to dealing with all those bodily functions that just don't get talked about in polite society.

Of course, it's impossible for us to discuss them in a family newspaper - but it's fair to say that most people will know the kinds of problems with which it deals.

The site may prove to be extremely educational - there's a good chance most people will find out something here they didn't know before.

Be warned - it's not for the squeamish. The detailed descriptions and occasionally graphic illustrations are not for the easily offended. But it's a great website all the same.