Web 2.0 Chicken or Egg

As other folks try and hash out the idea of a 2.0 Librarian spectrum, I'm trying to figure out what comes first in a community: web 2.0 tools or the web 2.0 attitude. I've been reading a lot lately about how web 2.0 is more than just a bunch of tools--it is the attitude of transparency, collaboration, participation, and openness (see this for example). I've totally bought the farm on the attitude thing.
But, I struggle with how to best get the idea about the attitude out to the masses. By now, a good chunk of people know what a wiki, blog, podcast is, so showing people what these tools can do for them is a good way to intro web 2.0 stuff. However, it's not the complete picture when it comes to web 2.0. They may "get" the tools, but not the attitude part, which is key.
Is it better then to approach this situation from the attitude side first? That seems much more but more holistic to me, but more daunting...I mean we're talking culture change here.

So, which comes first: web 2.0 tools or web 2.0 attitude?