What does "online experience" mean?

I read an interesting post in Troy Hicks' blog about what it means to build an "online experience" for learning. I think a lot of instructional designers get caught up in a desire to transfer the classroom experience to elearning. Hicks states that this is one of the fundamental problems with eLearning today. We should not strive to transfer a classroom experience to the online world: those are two drastically different modalities for learning. The more foundational question is: how do you create a truly engaging online experience for learning? That's the basic question behind the reason for this blog. I will try and offer my perspective (and welcome comments) on how we can build a more engaging world of learning at Sun.