In a special edition, Ifra's Newspaper Techniques tries to explain Web 2.0 to publishers and does a remarkably good job making a very complex subject accessible to a general audience in only 26 magazine pages.
I giggled at a transcript of an interview with Tim O'Reilly that cites the "Jengo." Actually, it's Django, a Python development framework named after the famed Roma jazz guitarist Django Reinhardt of le Quintette du Hot Club de France. (Explanation: Adrian Holovaty is a jazz nut.)
Incidentally, O'Reilly has his own explanation of Web 2.0. I think publishers should stick to Ifra's.