The next big business opportunity?

The Beeb is reporting that Web 2.0 is set for spending boom by "business", whatever that is. Not really being a private sector kind of guy I'm dubious about what this means [traffic monitoring, targeted ads etc.]. The report highlights that one analyst [Mr Young] says "Advertising revenue has been hard to come by with even sites such as Facebook finding it hard to monetise their high volumes of traffic." Monetising our participation - wonder how that equates with the great Web 2.0 culture of user-owned and generated stuff or collaboration?