Precisely but how do you get users to interact when the majority of them either:
1. Don't want to
2. Don't have the time since they are too busy
The major problem we have had with Web 2.0 type sites is clamping down on the younger staff "messing about" rather than working.
It's a huge problem and these kids don't appreciate just how much it's costing their employers for them to have "fun". They think because it's there they have the right to access it during their work time!