As much as I've been enjoying Day One of ETech, I have to say I've heard far too much of the verb monetize. While I understand the intent, can't we use something else? Monetize emits a kind of rotten dot-com stench. Let's have a new word we use to describe a way to implement a business model and keep something going, and growing, once one's got a cool product. Something akin to sustaining, or sustaining and growing, and making the web a better place, while rewarding the people who are trying to do so.