The toughest part about Web 2.0, Gov 2.0, etc, might be the role of management. It used to be about defining the outcome and monitoring the progress towards that outcome. In Web 2.0 you don't know what that outcome is, it's a huge leap of faith, and takes a tremendous amount of adjusting to that approach. Do we need a different set of metrics? Yes. Media is intersecting with technology, technology is a new channel for media, even Hollywood is changing: oh my goodness, we have to create entirely new financial models!