In this article, we will describe the key principles and main reasons why you should or should not opt for a Web 2.0 initiative. Large organisations are getting increasingly interested in launching 2.0 initiatives. To a certain extent, we can relate that to the fact that an increasing number of success stories are relayed by the press and that most of them are related to impressive buzz marketing operations, which are seemingly easy to replicate. The entire world is full of the concept of Web 2.0, so the idea is often not to miss the opportunity to do something about it. All of this is very tempting and hard to resist. However, companies should never launch 2.0 websites just for the sake of it.