I believe the most attractive concept of web 2.0 is that it is set up so that the consumer holds the power. For example, in one of the articles the writer compares Barnesandnoble.com to Amazon. Both sell the same products but Amazon appears more appealing to users because of its user reviews and other user activity that helps other consumers search for more results. Before web 2.0, most sites fit more of a business model which limited them to grow. Many individuals prefer facebook over myspace because facebook has fewer advertisements. Sites like Wikipedia and Googe attract more people because it invites all users to take part. "The more the merrier" seems to be the theme of web 2.0.
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