This paper introduces the Educateca project, a Web 2.0 approach to e-learning. The project refactors SCORM, the de facto e-learning standard, to embrace the two main shifts in Web 2.0: the WOA (Web Oriented Architecture) and the social trends in user involvement. In this new context of the Internet, flexibility is a must and so big and static e-learning content are no longer effective enough. Thus, we propose a more dynamic approach where small pedagogical units are offered as services to be combine on-the-fly, whenever needed. Social aspects are currently another key and so we propose to adapt the e-learning ecosystem to allow students to innovate and create new content and/or assess the existent one. Clearly, in this new philosophy, recommendation is essential to avoid overwhelming users with too much educative content that are not able to filter, asses and/or consume.