07) Home page

Motto: expresses a guiding principle, a lofty goal, or an overarching ideal.

Tagline: position next to the site id; conveys a value proposition.

Preserve the Home Page from overgrazing (promotional overload):

cows

Tragedy of the Commons: short-term maximizers have long-term bad effects

en.wikipedia.org/wiki/Tragedy_of_the_commons