I liked reading this post. A nice way of summarizing the WIIFM factors - the driving forces - when it comes to Enterprise 2.0 deployment! Learning, Impact (Performance), Recognition, Camaraderie and Compensation. Honestly, none of these points is a revelation - a surprise ingredient - as I happened to comment on the author's blog as well. But there's something nice about the way the post has been written, especially the introduction and the identification of two schools of thought.
Extending my thoughts on this topic a bit, most people are likely to be convinced to adopt E2.0 for the impact it has on their performance, for the potential recognition it might fetch them and contextual incentives and compensation declared by the organization. Ironically, people who come for the impact, recognition and money don't believe in giving as much as they do in taking. Arguably, people who adopt E2.0 for the learning and camaraderie are those who enjoy sharing/giving as much as they enjoy taking/using the knowledge others provide. And I believe this is exactly why promoters of E2.0 (or KM) take the extreme position of altruism based promotion or the opposite of it - because most people need to understand (altruism) or understand (we'll help you be selfish) this language respectively! What do you think?