Web 2.0 has been revolutionary not because we've been empowered to talk back at the powers that be, but rather because we can now talk to each other. We're connecting. The web is actually becoming a web. And the currency is trust.

What if the trust economy we're building in so many ways in the current internet age becomes the paid endorsement economy? We've had spam and splogs and phishing. Do we really want ads inserted into not just our media but in our relationships?