Scratchy ideas about why buzzwords matter

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+# Why "Web 2.0" Matters
+
+It's not about Web 2.0. It's about every stupid industry buzzword that's ever
+made programmers roll their eyes.
+
+## Packaging ideas
+
+"Web 2.0" gives people who don't live and breathe technology a handy hook to
+group ideas on.
+
+* New, unfamiliar ideas
+* Ideas people already have but haven't articulated.
+
+## Unpackaging ideas
+
+A well-packaged idea has to do two things:
+
+1. Get the idea into someone's head.
+2. Let someone "unpackage" the idea in their own context and think new things
+    about it.