Ok maybe the deportalization is not the right word but Matthew Ingram has the best picture. Portals are dead. In Web 1.0 it was about stickiness to lock users in and Web 2.0 is about what I call “Opt-in” stickiness. Basically users expect high velocity content consumption and don’t give a damn about who it is from (the anti portal mindset). That being said when user recognize a platform that works for them they basically opt in for more. This is where stickiness matters.
The most successful companies will build ‘opt-in’ stickiness when users want it. User behavor is the key to understanding web 2.0.