While the usage rate of the "Support 2.0" label has thankfully dropped, the assumptions and motivations that were underneath the hype are still active -- and need to be examined. The idea that social networking and technology can be united to produce a free powerhouse for customer support, available everywhere via the Internet's insistent Now, certainly seems compelling. But the enthusiasm of some vendors -- and support professionals who should know better -- needs to be tempered with a dose of reality. It's been tried before in the support world. Neither the social networking nor the technology for enabling and using it are new in either concept or practice. Further, let the user beware: free support is generally worth exactly what you paid for it.