With regard to how technological developments may influence a profession, one obvious assumption could be that information technology advances are usually likely to diminish the role of the information professional and to empower the user. However, the opposite opinion seems also probable: that every time the technology gets more complex and advanced, the information professional will gain an advantage. The point of view that will be promoted here, emphasizes the complexity and also the importance of the particular setting and situation on the relationships between information professionals and the end- users.