In the aftermath of the dot-com crash, a new era for the web began to take hold - a turning point whose seismic shift was hyped under the moniker "Web 2.0." The concept referred to the web becoming a platform, a home for services whose popularity grew through network effects, user-generated content and collaboration. Blogging, social media sites, wikis, mashups, and more reflected a changing consciousness among the Internet's denizens - one which Tim O'Reilly, whose Web 2.0 conferences helped solidify the term as a part of our everyday lexicon, once described as a "collective intelligence, turning the web into a kind of global brain."