Entrepreneurs See a Web Guided by Common Sense (NY Times, free reg required)

The article talks about Web3.0 and differentiates with Web2.0. My first impression was that great let the common person understand but I'm thinking why should the common person care. As users we really don't care, I'm just glad there's something on the "net" that can solve my problem. Why dress it all up with these "slick" acronyms and monikers? The article is good, I'm just surprised the the Semantic Web hasn't gotten as sexy as Web2.0(mash-ups). With my active research recently on a couple of projects, I'm probably professionally active somewhere between both these phenomena.