To Microsofts credit—at least so far—the company hasnt made the mistake of trying to get an instant infusion of coolness by jumping on the Web 2.0 bandwagon.
Only a few Softies seem to be all caught up in the Web 2.0 hype. The majority of them seem oblivious to the weak business ideas, buzzwords and bloviation that make me think "Bubble 2.0" every time someone mentions "Web 2.0."
Some Microsoft watchers may characterize Microsofts failure to talk the Web 2.0/Internet economy lingo as proof that the Redmond software vendor has fallen behind the times.
Undeniably, Microsoft has had some infamous near misses when it comes to capitalizing on new industry trends.
The company almost missed the Web/browser revolution. It came dangerously close to letting Google and Yahoo completely dominate search.
And with its emphasis over the past couple of years on convincing developers and customers to forsake the Web client in favor of the "smart" (fat) client, Microsoft seemed like it was pedaling backwards instead of forward.
But just as there were some folks in the tech industry who wisely decided against trading their real, tangible jobs for spots at DrKoop.com, Kozmo.com and Pets.com, there are thousands of Microsoft employees who seem interested in building less-glamorous but more useful products like Visual Studio, Office and BizTalk Server.
On Tuesday this week, when Microsoft chairman Bill Gates and Chief Technology Ray Ozzie will hold a tech show-and-tell in San Francisco, well see just how well Microsoft will be able to resist the temptation to claim its a charter member of the Web 2.0 club.