Although I research this topic because I do believe in the potential in digital media for museums, the sentiments expressed by William Cowley on his (new) blog www.museumssuck.com struck a cord with me: that no digitalized tricks and mirrors will make up for a lack of original material, of knowing what your museum is about and genuinely has to offer, and so museums should worry less about getting that 2.0 upgrade and more about knowledge and content.