I bought this book to learn more about the people and personalities behind the more important internet success stories of the late 2000s. There are some insights here, but Mr. Jones' sophomoric insistence on asking exactly the same questions, worded slightly differently each time, of eighteen men and two women, will drive you to distraction by the end. Just when any of these highly creative and interesting individuals starts to say something interesting, Mr. Jones prods them back to his questionnaire. And so we have twenty people saying Web 2.0 is more than Ajax and that Web 3.0 is perhaps the Semantic Web, but it's too early to say.... Over and over, twenty times. Certainly there is some variation in their replies, revealing something of their personality and interests, but I would have preferred the author to just let them ramble in whatever direction they chose. We might have had real insight then into technology, business, management, society, their past, their families - but alas, that will be a different book. ( )