Call it whatever you want -- grassroots content, user-generated content, a bottom-up creative process -- but Internet content created by and for the masses is all the rage right now. In fact, a senior executive at Yahoo notes that "sharing" (in all of its various forms) is everywhere: "It's the next chapter of the World Wide Web." Yahoo is putting its money where its mouth is, too: the company recently acquired photo-sharing site Flickr and is rolling out a new service called My Web 2.0.