A big web '2.0' article in the guardian at the weekend covered a lot of interesting stuff...mostly how badly defined the idea of web 2.0 is, even amongst those most responsible for making it so!
Anyway, Dick Costolo from feedburner, when asked what is the next big thing said this:
"Im going to make up a word: the next big thing online will be the 'widgetisation' of media. I think there will be a universal widget library that somebody will create that will allow both content creators and technology creators to say, 'Here are ways of marrying this content and this tool so that it can be distributed anywhere."
Which chimed with recent postings from Steve Rubel about 'Web 3.0 and the widgetized web' where he says "Widgets and gadgets are going to be just as disruptive as RSS, blogs, Wikipedia, social networks and other recent developments - perhaps even more so. The reason is that as people begin to get familiar with these tools and the widgets get more sophisticated, we will spend less time going from property to property. This means that over time big web sites will generate fewer page views, which means that advertising CPMs could plummet."
And it heralds an even more elaborate courtship to talk to people on their turf (if they won't come to ours, only viewing it from a distance and with all 'distractions' stripped out)...although I would really like to be able invite certain brands to have a feed on my google/ig or netvibes or whatever. Updated Adidas news/ads/downloads would be a nice start....