= concept to be contrasted with that of end-users.
...it makes less and less sense to be thinking in terms of "end-users" and to be creating knowledge-jukeboxes for them. It makes more and more sense to be designing for "end-makers"
- Willard McCarty 
From a discussion by Doc Searls at http://doc.weblogs.com/2007/05/14#whyIKeepBlogging