And yet the best piece of digital I've come across recently has not even the vaguest whiff of 2.0 about it.
In fact, techologically, it could have been made ten years ago, maybe even fifteen.
Tellingly, it's not been done by an agency. I doubt it could have been; it relies too heavily on tone of voice, which is one of the hardest things to protect from the 250 people client side who want to "add some value".
It's by this woman, Miranda July.
There's clearly no need for a picture here; I'm just adding it 'cos I have a crush
Best of all, it works. I found the site on a Thursday, went back to it a couple of times on Friday, and bought the book on Saturday.
Here's the site.