Answers.com has this to say about phatic:
Of, relating to, or being speech used to share feelings or to establish a mood of sociability rather than to communicate information or ideas.
I don’t know how Web 2.0 missed this most appropriate word for the new wave of Internet stickiness, but it’s a lost opportunity in marketing. I already checked the basic domain names and they’re taken. I pushed further for mPhatic to make it symbolic of both words (i.e. emphatic and phatic), but alas it was taken too. Unfortunately, both dotCom’s are relatively a waste.
By the way, if you like the Web 2.0 logo (read: parody), I generated it at Alex P’s site.