Web 2.0 is not about "let there be a browser-based Photoshop". It's not about AJAX, Flash or HTML 5. It's not even about social networks (well, may be it is - a bit).

Web 2.0 is when you stop saying "visit www.thing.com to know more" at the end of your commercial. And start saying "search for 'thing' on Google to know more" instead.

Search - is the way most people will (or will not) find your product. Some modern browsers don't even make a difference between the address-line and the search-field, it's just one box for everything (e.g. Chrome)

Here's what my business card looks like:


No "www...com", no address, no emails.

I used to speak at some IT-security events and when someone asked me for an open-source disk encryption software, I just said "TrueCrypt". No web-site address, no post-codes or emails. Just remember the name, Google will do the rest.