For outsiders, coming to address the Silicon Valley crowd at an interent conference is a bit like running the gauntlet. The Valley is deep in one of its self-regarding frenzies of internet creativity, and woe betide anyone who doesn’t "get it."
Rupert Murdoch and Steve Ballmer have each managed to carry it off at this week’s Web 2.0 Summit – up to a point. The Valley has been calling for Murdoch’s MySpace to emulate Facebook and open up so that other developers create their own applications for the social network, and last night Murdoch was on hand as MySpace’s Chris DeWolfe announced just that. (We first reported DeWolfe’s decision to go this way back in June.)