Despite the efforts devoted so far, the Semantic Web vision appears to be an eluding target. We propose a paradigm shift for the Semantic Web centred around the pragmatics of developing Semantic Web applications in order to overcome the bootstrapping problem it suffers from. This paradigm is based on the vision of the Semantic Web as the result emerging from the integration and collaboration of a plethora of Semantic Web applications, rather that as a global entity. On the basis of this assumption we describe and propose Opportunistic Reasoning as a general purpose reasoning model suitable for the development of reasonably scalable Semantic Web applications.