Web 2.0' has been heralded as a paradise of open access and user-friendly community building by shifting software and web applications to a browser platform. Although many see this as a form of upgrade, hence the ‘2.0’, in fact this shift has been primarily a form of compartmentalisation of the Internet where user data and creative property rights become a form of commodity. The true spirit of freedom of expression and movement are threatening to enter the realm of commerce and trade raising speculation as to who controls the rights, identities of the users therein. What are the alternative models and strategies keeping this intrinsically quasi-private structure a public domain, and ultimately prevent the Internet from becoming a victim of its own conspiratorial tendencies?