Metadata liberates us, liberates knowledge.
Business is a conversation because the defining work of business is conversation.
Your organization is becoming hyperlinked. Whether you like it or not. It's bottom-up; it's impossible.
To a collector of curios, the dust is metadata.
Don't think of the Internet as a broadcast medium...think of it as a conversational space. Conversation is the opposite of marketing. It's talking in our own voices about things we want to hear about.
The Internet is a medium only at the bit level. At the human level, it is a conversation that, because of the persistence and linkedness of pages, has elements of a world. It could only be a medium if we absolutely didn't care about it.