The document discusses Bibliography 2.0, a case study of using the citation management tool Citeulike at the Wellcome Trust Genome Campus. It describes how current publishing incentives encourage "burying" data in publication silos and obscure author identities. Citeulike provides a solution by allowing users to organize citations, see what others are reading, and increase visibility of their work. However, adoption faces barriers from privacy concerns, fragility of tools, and lack of academic rewards for participation.