 In particular, McCloud hypothesized an economy fueled on purchases of only a few cent made through a single mouseclick.As this process would cut out intermediary parties necessary for print publication and retail McCloud became an advisor for micropayment service BitPass in 2002, but this service was shut down in 2007 because of a lack of commercially successful clients and because, according to McCloud himself, "it still wasn't simple enough for a lot of people.