Web 2.0 becoming a viable ecosystem?

Apparently Tim O'Reilly got a lot of shit piled on top of him over a bit of Web 2.0 messiness. Here's a howto:

• Consciously create a "viral marketing meme" (for fun and profit).
• Make it a meme which is closely tied to actually stimulating all kinds of "participation" and "network effects".
• Let it simmer, regularly adding a little hyperbole.
• Slip up, suddenly behaving like a "pre cluetrain" gorilla. Make sure to go and pick on a total underdog that is in it only for the fun, not for the profit.
• Get torn to pieces more efficiently because of the network effects your very own meme enabled (no fun, no profit, oh my!).

O'Reilly had it coming. I'm guessing messiness inevitably happens sooner or later when you try and "herd" the network effects. Here's hoping O'Reilly stops trying to do that and accepts a more modest role as no more than a peer in the commons-based peer production world. It seems there's actual proportionate feedback happening here. I would say its the first signs of something more of a healthy ecosystem emerging.

Oh, and for the record, I think "web 2.0" itself is hype and not an interesing meme at all.