The good news is that this technology is still young.
Imagine that Yahoo's dating service does collaborative filltering on information from Netflix.
"We advocate a paradigm shift from an overly machine-centred AI view of the Semantic Web towards a more user- and community-centred approach that draws from the insights of Web 2.0."**"The Two Cultures: Mashing up Web 2.0 and The Semantic Web", Ankolekar, et al., Proc. WWW 2007, 2007, pp. 825-834.