The tools for collaboration and direct publishing that Tim Berners-Lee had argued for at the start were introduced to the mainstream during these years as Web 2.0. This phrase immediately stuck in his craw, however. What exactly was new—2.0-ish, that is—about these companies built around user contributions? They were simply fulfilling the original vision for the Web, where “interaction between people is really what the Web is.” 5 There was one vital difference, however. In Web 2.0, the tools for sharing and publishing were part of a social network or service that profited off of what you created there. You weren’t publishing a video to the Web, you were publishing a YouTube video; you weren’t writing a restaurant review on the Web, you were posting a Yelp review. The truly new idea expressed by Web 2.0 was a commercial one, and perhaps that is why Berners-Lee couldn’t recognize it.