CNN’s Web 2.0 coverage covers some of the new upstarts in the internet world.  I think it’s a great list of interesting representative companies and trends, but the storyline implies incorrectly that the next Google may be amongst these.  I suppose it’s possible that Amazon, listed as an “incumbent to watch”, could eclipse Google if it’s Open search and sharing of search APIs takes off in a much bigger way than it appears to be doing, but I’m wondering if they are hyping the wrong aspect of 2.0 here.    The point is that these companies will NEVER get “huge” like a Google or MSN.  Rather they’ve carved out niches and want to be the best in that limited area.  There’s HUGE money to be made in almost all traditional (and many non-traditional) niches by bringing the power of the internet both in terms of website and email values and general online efficiencies with all the good stuff the internet brings to the table…for free.