Web 2.0 & Digital Ethnography

I believe that the title "Digital Ethnography" refers to how the internet is becoming more personal and user based. It infers that the web is becoming more individualized because of the users (people) who are on the web. It basically means that anyone can now contribute to the web. These contributions group and diversify the web which is where I believe that the title comes into play.
I believe that Web 2.0 affects those who are entering the workforce because of the ever evolving technological advances that are made. Those entering into the workforce must be able to handle the changing web. I also believe though that most people entering the work force are young people and young people are more adapt to changes. It is easier for young people to change rather than those who are already in the work force and are considerably older. Those who have already entered the work force, more likely than not, have become associated with how to operate the web in their particulary company. With the alteration of the web and the changes that are in store for the web with Web 2.0 , it begs the question, will those who are already grounded in the work force be able to adjust. Honestly, I think it helps both those entering and those who already are in the work force because improvements to technology, most of the time, makes the job easier.
At the end of the video, it states that "We will have to rethink everything," which is a statement that confuses me because wasn't the transfer of information the whole point of the internet in the first place. I have a hard time believing that we will have to rethink everything because the internet is still and will always serve the purpose that it was created for and that is the transfer of information.