The Web Is a Customer Service Medium (Ftrain.com): The obvious example of WWIC at work is Wikipedia, created for free by unpaid labor. It tapped into the basic human need to be consulted and never looked back.
Then there's YouTube. It was created so that anyone could upload and distribute videos. So that's one level of WWIC—to hell with TV, people should look at me! The site has comments, so people can discuss the videos—a second level of WWIC. But there are now also thumbs-up/thumbs-down icons so that you can rank the comments and the video, a third level of WWIC.
Once you see that third level, a website is complete. You're down to the bedrock. A boolean or integer value is the digital equivalent of a grunt. You can't get any more basic than a like, or a thumbs-up, or a favorite.