2010 marks the beginning of the end of Web 2.0. Just a decade since the starting gun was fired on the .com collapse. With the last collapse went billions of dollars of investor money and high profile company flame outs like Boo.com, Excite @home followed by M&A freak shows such as AOL/Time Warner.

In 2008 Maurice Levy, the Chief Executive of the world’s fourth largest advertising and marketing company, Publicis, dropped a marketing bombshell upon his fellow professionals. “The very model of our industry is being called into question,” said Levy. “The model today is no longer valid, no longer relevant.” He was right.