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Experience Attributes: Crucial DNA of Web 2.0 (01 Dec 2005)
Amazon was taking advantage of the Long Tail before we even had a name for the concept that has since become widespread. Ebay capitalized on the network effect to create a many-to-many marketplace. Early blogs were already embracing the value created from individual users.

These attributes — user-contributed value, the Long Tail, and network effect — are all Foundation Attributes of Web 2.0 services. They’re a part of many Web-based offerings, including some that we don’t call Web 2.0.
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