A tremendous amount of hope — and hype — has been attached to Tim Berners-Lee's concept of the Semantic Web, where machine-readable “meaning” enriches the promise of the web. Creating a positive, successful, trust-worthy experience for users is crucial to its success. What does that mean? What is imperative for it to become the “next generation” web? Most importantly, why must the usability community play a leading role to shape the Semantic Web in a positive, user-centered way?