Greed is the most important norm in the Society 2.0. Greed is the inordinate desire to possess wealth, goods, or objects of abstract value with the intention to keep it for one's self, far beyond the dictates of basic survival and comfort. It is applied to a markedly high desire for and pursuit of wealth, status, and power.
As a secular psychological concept, greed is, similarly, an inordinate desire to acquire or possess more than one needs. It is typically used to criticize those who seek excessive material wealth, although it may apply to the need to feel more excessively moral, social, or otherwise better than someone else.
In the Society 3.0 it is all about sharing. People will give away what they do not need any more and they will do more volunteer work. It is no longer about what you have that defines you. You define yourself by meaning something for others.
If we look at the CNN Heros they all are heroes because they help others. They solve problems and help other life better.