Has hype gotten ahead of the iPhone? Shawn Carolan, managing director at Menlo Ventures: "The hype around the iPhone is warranted in some ways and not in other ways ? People know that it's pretty hard to grow a big business ? around just advertising." Let's say there are 10 million iPhones in use next year and you get 10 percent penetration at 100 page views a month at a reasonable $1 CPM; that only translates to $100,000 a month. "That's not that interesting a number." However he still thinks hybrid business models are in the pipeline. "The iPhone developers haven't had the time to do all the things they want to do."

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