William Taylor writes in the New York Times about ING Direct in his article Rebels With a Cause, and a Business Plan.
In the case of ING Direct, Mr. Kuhlmann and his colleagues say that they aren't just building a bank. They are challenging and trying to change the common and what they call the misguided practices of an entire industry. "We looked around and said, 'The banking business is bust,' " Mr. Kuhlmann said. "The consumer always loses. Then we said, 'How can we do something radically different?' "