Fortunately we can always count on Nicholas Carr to wake up a group-thinking crowd. After "IT Doesn’t Matter" he's now aiming for all Web 2.0 believers. Om Malik comments on it and quotes Jeff Nolan:
"I wondered out loud, if this culture of participation was seemingly help build businesses on our collective backs. So if we tag, bookmark or share, and help del.icio.us or Technorati or Yahoo become better commercial entities, aren’t we seemingly commoditizing our most valuable asset - time. We become the outsourced workforce, the collective, though it is still unclear what is the pay-off. While we may (or may not) gain something from the collective efforts, the odds are whatever “the collective efforts” are, they are going to boost the economic value of those entities. Will they share in their upside? Not likely!"
Worth thinking about if you're depending on the 'collective'.