Don Hinchcliffe the Enterprise Web 2.0 guru has a great article talking about the Do-It-Yourself (DIY) web phenom of Widgets, Badges and Gadgets. He has a great quote that matches why we are developing Netvocate
If you’re still playing the old single Web site game, aren’t using syndication strategically, and haven’t leveraged the entire Web as a platform for your content and services, changes are that you’re at a significant competitive disadvantage. Even the page views/advertising issues aren’t as big as expected. Widgets actually don’t take away from business models based on advertising, and in fact, can complement advertising viewership significantly.