The frameworks underlying the Semantic Web have developed and matured greatly over the last years. However, uptake has been patchy, with the majority of SW use based around a small number of popular applications. User testing with SWa??based projects highlights a number of issues that may contribute to this effect; principally, these relate to gaps between the usera??s mental model and formalism. Similar problems appear in nona??SW developments with a strong reliance on a complex data model. Such problems include semantic drift and overload, and the provision of inaccurate or incomplete data. Working from a case study, this paper discusses difficulties with capturing reala??world semantics in a largea??scale collaborative environment. A preliminary model of user behaviour with respect to shared establishment of semantics, from socially shared cognition, is discussed. We conclude by discussing some possible features of a a??discounta?? model of the Semantic Web, designed to accomodate diverse communities of users, with reference to examples taken from the a??smalla??Sa?? Semantic Web, microformats and freea??text tagging.