The Web2.0 concept is that internet has become a platform that enables every user to run applications on the web(instead of desktops)and as a consequence, data became a driving force. Internet turned once again democratic (like in the early years, when mostly everything was shared freely). The line that defines users and consumers no longer exist - as an example on any given social network, the content provider is the user himself (same applies to Blogs and etc).
But as happened with the "traditional" internet, the early success of the WEB2.0 attracted players that are not users themselves (the original content providers) and their entrance into this environment promoted some changes on the original Web2.0 concept.
The core change is that content isn't created solely by users. It is very interesting to compare the original Google social community "Orkut" (where all the content is user generated), with the more recently created "Joga.com" (where Nike plays a great part on content), or even, simply to remember the early days of MySpace (pre-"News Corp." acquisition).
Even with this change, content is still simply a commodity (biggest illustration is the RSS feeds), and even not being user-generated, it is still user-controlled (as the concept shifted from "publishing" to "participating"). Taking YouTube as an example, it evolved from a platform for user created videos, to a platform where users edit and pick videos created by the traditional suppliers: TV show clips, Sports best moments and even traditional 30 second spots (which ironically, internet was suppose to kill anyway).
As Web2.0 appears to be reaching the equilibrium, both content suppliers (allying with platform suppliers) and users (now also "editor" and "contributors" ) seemed to find their place on this environment.
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