Early adopters of enterprise social networks knew it, and we've written it here more than once: companies may be better served by building and/or maintaining their own 2.0 systems than using the public services.

It's a thought that's gaining traction beyond the enterprise.

You might reap value from the public services in terms of marketing intelligence and visibility, and you should probably be active in those areas. But for hard-core business uses, the case for rolling your own looks stronger than ever.

What are the implications of this realization for cloud computing, where fears of lock-in already exist? My guess is that we'll see more private clouds for core apps -- something that the visionaries have foretold all along.