It would be premature to say that Web 2.0 is over. But use of the cliched phrase in mainstream publications and news services dipped last month. Finally. Web 2.0, a catchphrase coined in 2004 by O'Reilly Media, the publishing and conference group, has had several meanings: a collection of coding tricks that make web pages behave more like applications; the harnessing of information about a user's friends to provide a more personalized experience; or, most recently, a surge of entrepreneurial ambition and greed much like that which led to disaster in the late 1990s. The use of the word in the mainstream media took off after O'Reilly's second Web 2.0 Conference in October 2005. Another surge, after Web 2.0 posterchild, Youtube, was sold to Google for $1.65bn, and a third, frenzied, Web 2.0 event, took press mentions to a peak of 1,094 in November 2006, according to Nexis, the news database. The dip could be seasonal, but I prefer to hope that commentators are finally tiring of a hackneyed phrase.