Now they are talking and doing something about it.

Scientific American reports that:

The Massachusetts Institute of Technology and the University of Southampton in England announced on November 2, 2006 that they would jointly start a new branch of science: the science of the Web.

Perhaps its inventor Sir Tim Berners-Lee fears that the Web might descend into chaos, what with fakesters, phishers, etc. More here.

About time. Watch the initiative evolve here.