Small is beautiful for the net giants
‘Web 2.0’ highlights how the online world is changing: amateurs come up with the ideas, then the big boys open their wallets: What exactly is the difference between Web 1.0 and Web 2.0? In essence, Web 1.0 was all about creating simple but effective internet versions of real-world businesses where selling could happen on the web, whereas Web 2.0 really uses the internet as a completely new way to market to people; ‘selling’ has shifted to ‘buying’ because the user is in control. He or she broadcasts his or her profile, tendencies and preferences in a way that is picked up by Web 2.0 technology infrastructure and marketing tools.
http://observer.guardian.co.uk/business/story/0,,1934021,00.html