Today's web is far more than a bidirectional graph. It has a brain, a voice. It is a virtual "living" organism, a social system. The explosive spread of blogs, combined with the rapid emergence of friendly technologies enable users to interact with ease, has bred a web that affects society, perceptions, and commerce. As we look ahead to new platforms and paradigms that support seamless communication, it is important to consider how we must evolve as practitioners, users, and creators of web technologies.