Although the conference proper - now renamed the Web 2.0 Summit - doesn't start until this afternoon, the first morning is replete with a host of workshop events.
First up I made it to one where John Battelle led a discussion among advertising executives on "Marketing: Where are we now?", which didn't prove hugely enlightening. Despite all the talk of relevance and revolutions, it seemed to me that the underlying tenets were still very "1.0" - after all, advertisers are still in the business of raising awareness and getting you to buy something.
But then I hate ads.
Later on I caught Danny Rimer, a London-based investor with Index Ventures, who took control of a talk titled "Europe has come of age". The panel, consisting of Lastminute founder Brent Hoberman, Kelkoo founder Pierre Chappaz and Jamba founder Marc Samwer, picked up on areas that Europe might take the lead on, such as location-based services and next generation telephony. And there some interesting thoughts on how Europe should work more closely with China and India to muscle America out of the market.
Today's big question, though should really be "How do you say Web 2.0". The fashion in these parts appears to be "web two oh", which brings everything down to just three syllables. But I hanker after "web two point oh", and there's a sprinkling of "web two dot oh". Very lazy people just say "Web 2".
