Web 2.0 has often been described as “the Web as platform,” and if we think about the Web as a platform for interacting with content, we begin to see how it impacts design. Imagine a bunch of stores of content provided by different parties—companies, individuals, governments—upon which we could build interfaces that combine the information in ways no single domain ever could. Web 2.0 lets you share and incorporate multiple voices— your customers, your service reps, your employees—who quickly take the product, service, or idea in a direction that you could not alone. Often the technology will let you behave no other way. Web 2.0 represents the return of investment in internet startups. After the dotcom bust (the real end of Web 1.0) those wooing investment dollars needed a new rationale for investing in online ventures.