Many are engaging with Web 2.0 technology in their personal lives, and increasingly at work. Even if you don't think there's much new in Web 2.0 technologies, that it's merely a renaming of extant things, you can't ignore the power of them as presented now, and as widely adopted. It is perhaps the level of adoption of these technologies, combined with the potentialities for social interaction of different kinds, that make Web 2.0 so interesting from an ethical perspective.