The rapid growth of user-generated content in the platform is the significant feature of Web 2.0 that the market discourse claimed most than before. This research aims to evaluate the word “Web 2.0” and the concepts inside, to makes a further discussion, and then to analyze the influence of commodification. The main viewpoint argued that the behavior of (active) users’ generated content by the platform was glorified as an innovation and self-sharing by optimists, but they neglected the fact that the platform converted the personal immaterial labor into commodity and controlled the benefit assignment and value exchange.