Ex Parte Monteverde - Page 5



          Appeal No. 2006-2563                                                        
          Application No. 09/624,107                                                  
          background or expertise of the associate (or based on the type of           
          business the associate is in), to cause the outputting of the               
          plurality of advertisers’ links or web site addresses on the                
          user’s computer screen …” (answer, 23rd to 24th pages).  Another            
          example of part of the sentence is “thereby enabling the                    
          associate to participate in the advertising referral service or             
          system and become associate of at least one advertiser and market           
          via the associate’s web site a product sold at the at least the             
          advertiser’s web site in return for a commission when a customer            
          purchases at the advertiser’s or merchant’s web site a product              
          when the user seamlessly or effortlessly clicks on one of the               
          displayed advertiser’s links associated with the graphical icon             
          or keyword automatically displayed on the user’s computer via the           
          advertiser associate’s web site” (answer, 24th page).                       
               For a prima facie case of obviousness to be established, the           
          teachings from the prior art itself must appear to have suggested           
          the claimed subject matter to one of ordinary skill in the art.             
          See In re Rinehart, 531 F.2d 1048, 1051, 189 USPQ 143, 147 (CCPA            
          1976).  The mere fact that the prior art could be modified as               
          proposed by the examiner is not sufficient to establish a prima             
          facie case of obviousness.  See In re Fritch, 972 F.2d 1260,                
          1266, 23 USPQ2d 1780, 1783 (Fed. Cir. 1992).                                
                                                                                     
          2 The pages of the examiner’s answer are not numbered.                      
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