The talk about the future received its name about a year and a half ago and like a stray dog recently adopted, the people can’t stop saying its name—hoping to both own it and save it at the same time. The idea, christened by an editor/publisher/developer named Dale Dougherty, came out during an O’reilly conference planning session—clever and inspiring. If you know anything about math, then you might understand what I mean when I say that it was like a vector, describing both magnitude and direction. In the name there was hope. There was promise. There was a path. The fate of the interaction between the work of the titans (Amazon , Ebay, Google, Yahoo) and the work of the people (you, me, and every other promising developer and entrepreneur)—this was the talk about the future. This was supposed to be Web 2.0.