WEB 2.0: wah wah you say?
Catering to Individual Needs and Whims: 'no such thing as an unchangeable document rather bit torrents to be broken apart and custom reassembled...' (Lessig (2006): Web 2.0)

Web 2.0 is a new environment in which the web serves as a platform to offer services rather than software. Instead of documents, web 2.0 offers bit torrents that can be broken up into a thousand pieces and 'custom' reassembled according to individual needs and whims. In addition users can now download, and share much larger amounts of info, and share it with others on social networking sights such as 'google docs/notebook/scribbd/tumblr and diigo to name just a few.. This is evident in the way people use their social media/online pages as expressions of their identity, and how blogs and eTails sites make their money by customising their sites using a mash up of brand imagery and content to fit with their customer, hence the proliferation and growth of the online 'mall' or the 'westfields' of the internet built  by 20 year old students..

This user centered environment involves getting to know the users tagging system of classification, which become data clouds and hence trends are formed and knowledge shared and generated on a much larger and faster scale. This functionality has changed the way information on the internet is gathered and classified, and so has changed the way people interact online. These services place the user in control of data through an architecture of participation, data mixing, and the harnessing of collective intelligence. No longer does centralised standardisation apply, even institutions such as state libraries and congress have had to open up there system to shift towards web 2.0 compatibility.