So back to this Web 3.0 story.
The first generation of the web was all around e-commerce and making your inventories available for sale on the web.. winners: ebay, amazon. All this worked really well because no one except for the companies themselves could modify the content of their sites... so company centric, controlled content were at the core of of Web 1.0
The second generation of the web (The Community Strikes Back) saw the rise of the uncontrolled content generation. Blogs allowed the masses to instantly comment, share, communicate, exchange, express, basically participate in the web content, no longer under the corporate control of the few businesses in charge. Everyone could become a critic as well! Imagine those companies having spent millions on fine tuning their product messaging, and here comes the average student from his dormitory slashing through the product in no more time than it would take to mix your gin&tonic... ahhh... So the Web 2.0 is all about the community and the uncontrolled generation of content
Well here comes the web 3.0, leveraging the 1.0 marketplace, the 2.0 community and focusing on the last bit that wasn't addressed properly so far, you, me, the individual itself.
Today's challenge resides in making use of the amazing amount of unstructured content. And the best way to make use of it is to make it relevant to every single person... And one person trust as much his close friends (in the real world) as well as his digital friends (the communities) as well as the professional critics (cf web 1.0 companies)
So Web 3.0 is all about you, your tastes and what you like.
Who do you think will control the future, the companies with large amount of content or the ones able to recommend the right content to the right person, even if the content they own isn't as large? I bet on the last one.