| Sumario: | In this article, the author reports on the broader implications of Web 2.0 for the relationships between media right holders and fan producers, and the difficulties in negotiating areas of competing interests. The author says that the Web 2.0 business model, canonically described by Tim O'Reilly and John Batelle in their 2009 white paper, "Web Squared: Web 2.0 Five Years On," does not just serve the networks of people who use them. The author further says that the relationship between media companies and fans has always been interactive to some extent, but in Web 2.0, this feedback loop approach a kind of apotheosis.
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