While the dot-com bust seemingly decimated the San Francisco technology scene, it in fact only restructured it. The next iteration of Northern California technology excitement was precipitated by a strategic marketing ploy to leave “dot-com” behind and move forward. Web 2.0’s transformation from a buzzword to a scene was geographic; even post-boom, large numbers of people interested and inspired by technology remained in the Bay Area.

Alice E. Marwick, Status Update, loc. 146