If you thought the constant repetition of Web 2.0 was bad enough, here's it's little sister SOA 2.0. It seems that marketing has decided our attention span is so reduced these days that we can't take a message into our heads unless it has been 'rebranded' appropriately...preferably with something totally meaningless.

The talk of SOA 2.0 misses the point, there are plenty of people within the IT industry who are confused about what it means: if you ask two people to explain it, you'll get two different answers. Hang on, perhaps that's what the 2.0 means ...