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3. "YouTube has been the Internet success story of 2006 …With this and other social Web services, the purpose of the user is fun , uncertainty , engagement and self expression . Web2.0 has turned the passive ‘user’ into an active producer of content and shaper of the ultimate user experience . This more playful , more participative , often joyful use of technology appears to conflict with conventional usability, but we argue that a deeper ‘usability ’ emerges that respects the user’s purposes …”