In the introduction to Google's 3d Quarter earnings call, CEO Eric Schmidt says:
...we are now seeing a massive transition to web-based cloud computing at a consumer and enterprise level. ... We are really on the cusp of a world where everyone can create, share, collaborate and find their content in the cloud anytime and anywhere.
Virtualization will allow every significant function and application to be turned into a platform that people can easy use to create any and every kind of media.
Facebook was an interesting example of the way that "platformizing" your web application or website explodes its impact and its use.
http://www.socialcomputing.org/archives/41