The movement to empowering business users via Enterprise Mashups, which began to gather momentum in 2006 and 2007, has now gathered speed to the extent that at the upcoming AJAXWorld Conference & Expo 2008 East in New York City, there is a dedicated track showcasing the industry's leaders in Enterprise Mashups and related Enterprise 2.0 and Enterprise Web 2.0 initiatives - all aimed at letting users join in data from outside the enterprise.