I think we can all agree that, at this point, the term “Web 2.0” is over hyped. As digital marketers, they being told that they need to develop a blog, produce podcasts, provide mechanisms to rate our content, accept user comments and create the new mash-up of digg/YouTube and wrap it all in Ajax. And, these days, we can be in such a hurry to implement these new technologies that we forget the fact that they should actually serve some functions.