How to guarantee that the Next Big Thing won't be called Web 2.0

O’Reilly blows its credibility. What a shame. From the O’Reilly Radar, “To protect the brand we’ve established with our two Web 2.0 Conferences, we’re taking steps to register “Web 2.0″ as our service mark, for conferences.” And the blogosphere explodes with a mixture of rage and hilarity….
UPDATE: Illiad nails it beautifully over at User Friendly.