Our brains were wired 2,000,000 years ago when we were hunters and gatherers. We sat around the camp fire, exchanged good and bad experiences, tried to keep the other tribes out.
The old media model allowed for brands to interrupt this human need and ensure that the age-old conversations were disrupted.
The fall of the TV empire and demise of mass media altogether allows people to go back to focus on their needs and desires. And Web 2.0 is just the catalyst to make it easier for customers to talk about brands/products and allows for a quick connection to a brand/product.
All the Web 2.0 of this world won't help your brand if you don't build your brand correctly. Web 2.0 supports the brand. It doesn't build it.