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Nearly ten years have passed since the first Topic Map driven web site was developed in Norway. A string of high profile public sector followed suit, and Norway is now largely perceived as the poster child of Topic Maps usage internationally. Is this notion deserved? Stian recounts how it all started, reminds us of the original vision and intent and the inherent properties of the model, and asks whether Norway has been side tracked for too long by the common misperception of Topic Maps as more or less an extensive menu for “associative” web site navigation.