The Web is changing. Sure, it has always been changing, but this is more than the addition of a few more websites or the falling away of others. What’s changing isn’t even really that measurable in terms of websites added or subtracted.

We’ve suffered through years of Web 2.0 and social media cheerleading, most of which is all-too-simplistically boiled down to a list of 10 great apps (later in this column you’ll see that I’m certainly not immune to the 10 great apps phenomenon) and some charts and graphs about the growth of the Facebook audience.

I think that’s the sideshow — it’s missing the real change.

What’s changing is what people use the Web to accomplish. It’s what the geeks call "use case." When people change the way they use a tool or the thing they want to accomplish with the tool, then the tool has to change as well.

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