At Google's website one can read that: Google AdSense is a quick and easy way for websites' editors of any size, to embed Google relative advertisements at the pages of their websites and gain money. Despite that, this Google's AdSense is a characteristic example of immaterial labor in web 2.0, because every time that a user is searching something, she/he does a supplementary job. She/he adds at Google's data base minor advertisement targets not only for herself/himself or for the specific search but for everyone that is going to repeat it. These examples are key elements in order to understand the "architecture of participation" that is under construction at the social networks of web 2.0, an architecture that not only supports from now on the individual experience regarding the production of subjectivity, but also facilitates the inner capital relationships by making them this way more distinct between them. In other words, capital through immaterial labour tries to solve a problem that has been always a major cause of competition and a loss of time and money in the Fordist capital production period.