Jesse James Garrett, the man behind the famous essay on AJAX, wrote an article Spinning the Web for DIGIT.
In this article he explains that the AJAX ripple and the Web 2.0 wave it created is not something that is driven by technology only. The technology was around but it's the understanding what the technology can do for us that causes the real spin.
He also mentiones one of my favorite online companies 37signals (the company behind BaseCamp, CampFire, BackPack etc etc). One of their remarkable marketing slogans "Our products do less than the competition.", how much more Zen can you get
One other remarkable quote "Being small doesn’t mean we can’t have a big impact”.
A lot of people are saying that Web 2.0 is just a new marketing hype based on old technology. I still believe in the Web 2.0 wave but I see it more as a change in awareness. That is also the conclusion of the article "Web 2.0 is changing the way people think about the Internet".