Snooth
Snooth is a site that offers you personalized wine recommendations. You rank the wines you like and dislike, and just like Netflix, you will get personalized recommendations of new wines you will enjoy. Also, you can do a keyword search without registering and find wines that way. Any search can be refined by setting the amount you want to spend, the vintage, the type of wine, region, and varietal. This will lead you to individual wines, each with a Snoothrank that shows how others have rated it and comments about the wine. Very 2.0 and a very nice site to demo the concepts of 2.0 to patrons because they are put in terms that are not geeky or technology oriented.