Okay, so I had this realization at about 7am this morning and I don't have much more to add to it. It was pretty obvious once I realized it but I think I'll state it here for the hell of it.
I wrote some time back about Lessig and how the net has different levels of data collecting. I was characterizing web sites that collected information about you as bad and wondering about getting rankings for that sort of that thing so you could know what sites you were really anonymous on in some sense. Essentially though the web originally collected no data about who was on it and this anonymity was seen as good. As the web has taken on increasing functionality it has increased the data collected about users and the idea of anonymity of users has been subsumed by that of virtual identity. It allows the web to be more productive. I'll probably clean all that up later but the crux of it is the more we've moved forward in time the more data has been collected and the more the notion of online privacy (at least to the extent of anonymity) has become marginalized. Thusly, the social web has flipped the notion of online anonymity on it's head. In some sense, instead of being about not collecting information about you it's about collecting and disseminating certain information about you.
So, the one-liner: "The social web's (web 2.0/web NOW/uggh) idea seems to be to collect and publicize data about you as a service to you where the traffic or ads you generate through using the service sponsor/monetize it!"