Revenge of the experts - Is it crucial to the Health 2.0?

One of the hypes concerning the web 2.0 is the "Wisdom of the crowds" concept.

This concept led to developement of many SU including in the Health 2.0/Medical 2.0 sector.
Many new communitiesand social networks are based on this concept.
In the health sector we reviewed in the past several consumers based communities and it seems that there are more and more of them .
I want to share with you a review I read on newsweek which published several days ago - The revenge of the experts .
The main theme is the importance of the experts knowledge to influence and to balance unauthorized and unreliable content.
In the article you can find some example for new "certified content sites "
like :
Bigthink.com
or:
Googles version for wikipedia -Knol (here you can find a sample of knol for the term "Insomnia").

I must agree with the thesis and even say that its more crucial in the health sector.
We must be aware of the cons and the dangers of consumers becoming "addicted" to others unprofessional advices without any reliable source who can edit or controll some way the content flow.
No, Im not arguing that social networks are a major forward step in the nature of the web but probably the next step will be finding the gold pathway that will combine the power of the "wisdom of the crowds" with the basic power of the "knowledge of the experts".
In the health/medical sector is essential.

Google's Knol - In the eyes of the Health 2.0 sector

Yesterday Google announced Googles Knol - Their new project who will compete wikipedia.The concept is almost the same with some variants. Authors will edit and write about specific items. The result will be mapping and sharing the overall knowledge that are kept by the crowds.The idea, probably is that in some sectors like Health and Science , key knowledge leaders will be in front of the crowd and manage the knowledge in their specialized sectors.
Its going to be interesting how it will influence the the health and science sectors.
We should understand that gooles motivation is that this Knols pages, at least the populars on every items wull be ranked on the top of Googles search engine.
Googles also announced that there will be possibility to add ads on the Knols pages.Now you can imagine that there will be people and firms on the health sectors who will find great interests on specific Knols pages. The end result can be an enchanted circle.Big firms and other "deep pockets" organizations that put adds on specific Knols pages and contribute by marketing inside and outside the web for the popularity of these pages. Another posibillity is hiring key leaders to write specific items by firms/organizations.Some of this writing can be inflenced and not totally objective.

Anyhow its going to be interesting from the web 2.0 as well Health /medicine 2.0 perpective.