In the early days of the Web, we were thrilled when we could find addresses and phone numbers of commercial establishments. As more sophisticated Web sites started using databases behind the scenes, we came to expect a page that included all the addresses for each branch of a chain in our city or neighborhood. When Mapquest came along, we were delighted that we could click a button and see the location for each of these shops on a map. Then came the Web 2.0 idea of the mashup; at a click of a single button, we could see all the Starbucks in a zip code all at once.