The first startup I worked at in 2007 was called "Wiser Codes", we developed a BI artificial intelligence that will help businesses get better results online. I remember I had an idea back then, that I needed one place to read and write from/into all my online presence (read everything, post everywhere, and have a unified social graph). You'll probably think of Hootsuite now (still not it in my opinion), but back then it was a new thing (and Facebook was smaller than Myspace), so from working on a BI startup we pivoted into social networks centered startup. Back then I remember doing all the market research about where social media is going, the term web 2.0 was a huge buzz word and I came across a superstar analyst called Charlene Li who published a presentation called "The Future of Social Networks" (2008).
The most important slide had just one simple sentence in it and it was totally true, totally clear and totally foreseeing the future: "Social networks will be like air". Obvious today but not so obvious back then. "What will I do on Facebook?! Why do I need a Twitter? These people don't have lives! I don't want everybody to know what I'm doing! This was the sentiment back then.
(thanks to CloudTweaks for the infographic)