Web 2.0 & Competitive Advantage to firms

A new research by Mckinsey points out a significant correlation between adoption of Web 2.0 technologies & the firm's market share. This is wonderful news, esp for CxO's who want evidence that implementing Web 2.0 technologies would enhance the firm's competitive advantage.
Infact this research, while still in its infancy, is as seminal as the one conducted earlier by Becker, Huselid on how implementing best HR practices can help the competitive advantage of a firm.

From McKinsey ..."Market share gains.. were significantly correlated with fully networked and externally networked organizations"...
"...companies that used Web 2.0 to collaborate across organizational silos and to share information more broadly also reported improved market shares"