We become, neurologically, what we think."(33)

The Net’s interactivity gives us powerful new tools for finding information, expressing ourselves, and conversing with others. It also turns us into lab rats constantly pressing levers to get tiny pellets of social or intellectual nourishment.

What the Net seems to be doing is chipping away my capacity for concentration and contemplation. Whether I’m online or not, my mind now expects to take in information the way the Net distributes it: in a swiftly moving stream of particles. Once I was a scuba diver in the sea of words. Now I zip along the surface like a guy on a Jet Ski.

There is no economic law that says that everyone, or even most people, automatically benefit from technological progress.

Looking ahead to future applications of electronics, [de Forest] grew even gloomier. He believed that 'electron physiologists' would eventually be able to monitor and analyze 'thought or brain waves', allowing 'joy and grief to be measured in define, quantitative unit.' Ultimately, he concluded, 'a professor may be able to implant knowledge into the reluctant brains of his 22nd century pupils. What terrifying political possibilities may be lurking there! Let us be thankful that such things are only for posterity, not for us.

The faster we surf across the surface of the Web—the more links we click and pages we view—the more opportunities Google gains to collect information about us and to feed us advertisements. Its advertising system, moreover, is explicitly designed to figure out which messages are most likely to grab our attention and then to place those messages in our field of view. Every click we make on the Web marks a break in our concentration, a bottom-up disruption of our attention—and it’s in Google’s economic interest to make sure we click as often as possible.