1. To keep up with the wisdom of crowds, your product has to be 'out there'.
2. To look at trends in the web that do not immediately look like having a business venture.
See the presentation here.
Ben Huh of I can has Cheeseburger spoke of the simplified explanation of Web 2.0. It needs two people to exchange ideas. This may be an agrument/agreement something on the website is funny. He spoke of the growth of the site and how he monitored user behavior and and how his traffic grew. View the presentation here.