In 2009, I was very excited to present a few funky things we've been developing with Neolab, at the largest independent IT conference in Slovenia. The world was obsessed with "2.0" back then, and we were determined to join that hype. Facebook was already big at that point, and it was becoming clear they will make a huge impact on the future of technology. Tim O'Reilly wrote a seminal article on the topic, arguing how Web 2.0, the new generation of the internet (and software!), has changed everything.