The Web as related to commerce suffers from a fundamental asymmetry. While there is a great number of commercial offers available, consumer needs are rarely represented explicitly. Thus, the most widely applied process of connecting the prospective consumer of a resource with its supplier is Web search. We challenge the Semantic Web community to develop an infrastructure that allows consumers to describe and publish their needs and have them interact with offers in a semi-automatic process, reducing the need for manual search and enabling a wide range of unprecedented applications.