Brand 2.0: Are social applications brands or expendable commodities?

Facebook, YouTube, MySpace, Linked In, Ooo Voo, Ustream, Ning, Twitter, Spock. Sounds like an all-star cast of characters from a Science Fiction movie, right? These are actually but a handful of Web based services that are helping to fuel the ?2.0? movement. The question is?are they brands?
From: brandweek.com