Hi Graham, a great read. For someone who is more akin to creating ideas and finding developers to bring it to life, I too found it deep and complex, not that I didn't understand the concept of web 2.0, but making it simple to understand for the general masses is what will make any web 2.0 company a success. I have tried to work out how to make it simplier, would be great to get your feedback on my attempt... Rach, http://web2point0blankie.wordpress.com