OP here, I am watching this thread but not replying to anyone yet, but I want to clarify this phrase. It's not really mine (at least its meaning) but I couldn't find who said it first to give credit, since the words aren't exactly how I typed.

Anyway, it's something that has bugged me for some time. Lots of "web 2.0" companies think that users will come and start to post a lot of stuff, and the reality is that unless you can give them some kind of semi-instantaneous gratification, they'll never post anything.

Wish I could find who said it first. I think it captures a lot of the hype behind the web 2.0 buzzword.