Every era has its own zeitgeist titles and the current one, based on the transformative power of the web, is no exception. Enter (physically or virtually) any bookstore and you will be dazzled by The Wisdom of Crowds; Crowdsourcing: Why the Power of the Crowd is Driving the Future of Business; Wikinomics: How Mass Collaboration Changes Everything; We-Think; Here Comes Everybody: The Power of Organizing without Organizations; and The Art of Community: Building the New Age of Participation. These titles are premised on the idea that social media, online platforms, digital technologies and collaborative networks have fundamentally changed the ways in which we socialise, amuse ourselves, learn about the world, conduct public affairs and, above all, do business. They are the popular economics literature of the Web 2.0 world in the same way that, a decade earlier, The Death of Distance;