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Ummm, the same way they latched onto the hacker and cracker moniker in the 80's and skewed the whole profession. You'll never see Web2.0 as it's only available to universities and other higher level institutions. The moment the public gets a hold of it it will lose its efficiency.Marketers and journalists have latched on to the Web 2.0 moniker with the same sort of fervour as that with which they hyped now discredited concepts such as the “new economy” and “one-to-one marketing” in the dot com heyday.