Musicarl - 10:07 pm on Jan 2, 2006 (gmt 0)

I usually say, "We sell advertising" and then direct the conversation toward the interesting aspects of the site, namely the content.

Unless they're working on their MBA, most people would rather hear about the great interview you just put online instead of the nuts and bolts of the business. You can distract them easily. If that doesn't work, I'm all for Internet Pirate, but you have to follow it with a hardy "Yarrrrrr!"