There is no web

Mark Earls is all for verb-izing nouns:

... linguistic distortion helps misshape our thinking (or maybe reinforces the pre-existing distortion in our thinking) about human networks. We make them sound like things: like wires, pinned to a board and this leads us to buy all kinds of ludicrous notions (like the 'super-influencer' idea that barely reconstituted comms folk have to sell us their media on the back of).

I like the "Barely reconstituted comms folk" bit - right on the money. The entire post reminds me of a quote and book by Buckminster Fuller,

I live on Earth at present, and I don't know what I am, I know I am not a category. I am not a thing - a noun. I seem to be a verb, an evolutionary process - an integral function of the universe.

There is no web 2.0. There won't be an official release; you won't be able to get the CD. The web is a flux thing, and even if you could take a snapshot of it, that's all it would be, and in a sense, it would be meaningless.

We have to forget the web as a thing. It can't be found.

Of course, we can try to use the web to get ahead, but this is a bit like striding into town and trying to get laid. Fun, yup, but less welcome, the more established and intimate the community. If you want to use the web to get ahead, maybe try getting into the online gambling, pornography businesses - their clients aren't wanting to access actual intimacy. They'll be great for you.

So, less "making the most of the web" , or even "optimizing exposure thru social marketing." And more, webbing together. Advice to client: We are webbing all the time. My webbing is very different from yours. Let's see if we can web better.