A website could only show the same generic information to everyone.
" . . . as if every potential client was the exact same person."
Of course, people are not the same. Everyone has unique needs and circumstances.
Imagine the advantages if each site visitor enjoyed ongoing content that was uniquely focused on them and their needs. That's I-Square!
An I-Square site can provide specific information to address an individual's specific concerns.
Something you'd naturally want to do when communicating with a human!
Now, imagine having 100s of sites providing ongoing, uniquely specific content to individuals or groups.
All at the same time! That's connecting with real people. That's I-Square.