La réponse est (en partie) dans Le Petit Calepin qui pointe sur une interview de Eric Schmidt (grand ponte de Google) pour AlwaysOn. Extrait :
"I believe that this notion of self-publishing, which is what Blogger and blogging are really about, is the next big wave of human communication. The last big wave was Web activity. Before that one it was e-mail. Instant messaging was an extension of e-mail, real-time e-mail.
The next step in general for information is the self-publishing part. If somebody takes the time to write something, having Google understand that is very important to that person. So if you view the world as one person at a time, getting that person, that author to understand that we value, we index, we search, and we care about their information is a very important part of our strategy (...)".
Voilà qui est clair : l'avenir du Web, c'est bien la publication personnelle (selon Google ;-).