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The Semantic Web is necessary, but not sufficient to provide better technological support for online communities. Web services cannot be described independently of how they are used, because communities of practice use services in novel, unexpected ways. Although semantics are very important to create more 'intelligent' web services, what has been lacking so far is some formal notion of context of use. As Piers Young summarizes it, "that's where the problem of effectiveness starts getting addressed." Contextual elements like the community of use, its objectives and communicative interactions are thus important starting points for conceptualizing the pragmatic layer.