risk aversion has swept through the financial world since it got taken somewhat by surprise by the crunch.
It's extending its hope-corroding fingers into the world of social media start-ups.
Less of Google's - 'you can't milk a calf' - more of - 'show me the money'!
Don't let this eat at you, too. Don't be part of a downturn in personal experimentation. (image courtesy)
For example. When you hear Google is closing services, does it make you think twice before uploading content to any new-comer? Does the risk averse monkey on your back whisper: "you'll lose it forever if they go belly-up"?
Are you sticking with the devils you know? The brands you already have a taste for?
Who you trust for cloud services is built around assumptions of long term reliability.
To win in this space cloud competitors will have to offer guarantees to customers - and evidence of a personal content migration or retrieval plan should the worst happen.
Which takes you back to needing to prove a value for these relationships to funders.
And it's all adding up to creating a credit crunch of experimentation.
Experimentation - our essential playfulness - is vital for the health of our web and for increasing innovation, innovation which brings efficiency and wealth for all. The more experiments, the more successfully we find good fits for the evolutionary fitness landscapes that can converge and amplify through the two complex adaptive systems of the web and the economy.
The less we experiment, the less chance of finding all the right fits for all possible niches and needs.
Your willingness to experiment is the equivalent of the banking system's willingness to lend.
There is no government bail-out scheme on offer for this.
Only you can keep the flame of experimentation and innovation alive.
And you must.
Lend yourself - your time, your playfulness, your innovative spirit - so that the evolution of the web may continue.
Try the new guys. Take a risk. Extend them some of your credit.
Show the bankers how it's done!
Show your intent with a comment below! Encourage your friends to do it too, blog and tweet it, email and text it.
You are the driving force of the web.