Web 2.0 - is it really made of people?

One of the most interesting things about the web 2.0 conference was all the talk about communities. About how this new wave of innovation is really about empowering and connecting people. Lots of companies displayed their new plumage for us, displaying all kinds of great new social environments for the expression of social proximity. How are all of these companies going to make money, you ask? They are going to plaster billboards on their plazas and squares, and sell advertising through Google. Somewhere, somebody is going to solve the problem of connecting web communities with community-based business, though, I'm sure of it. That will be cool.