Shop.org's Blog:

Two Marketing professor's at Wharton talk about user generated content's value. Note, one co-founded Bizrate.....and admonishes that this might be the same "hype" that happened during the dot com boom/bust of late 90's - 2000.

http://blog.shop.org/2007/02/11/word-of-mouth-wisdom-4-the-wharton-school-marketing/

Tim Berners-Lee article on a great forum site Ars Technica who sees 2.0 as "that's what 1.0 was about....making connections/relationships....http://arstechnica.com/news.ars/post/20060901-7650.html