The purpose of this article is to view the interplay between technology, concept of value and the role of aesthetics in the Internet-based business through the lens of information design and knowledge and information visualization. We endeavor to show the "big picture", the patterns in structuring and visualizing information around one chosen theme. Showing how to put polyscopic modeling into practice as methodology for designing information and creation and visualization of knowledge, on the example of authentic travel, is the main contribution of this paper.