8 “tell them what they should be doing”: James Farrar, “Google to End Serendipity (by Creating It),” ZDNet, Aug. 17, 2010, accessed Dec. 19, 2010, www.zdnet.com/blog/sustainability/google-to-end-serendipity-by-creating-it/1304.

8 are becoming a primary news source: Pew Research Center, “Americans Spend More Time Following the News,” Sept. 12, 2010, accessed Feb 7, 2011, http://people-press.org/report/?pageid=1793.

8 million more people joining each day: Justin Smith, “Facebook Now Growing by Over 700,000 Users a Day, and New Engagement Stats,” July 2, 2009, accessed Feb. 7, 2011, www.insidefacebook.com/2009/07/02/facebook-now-growing-by-over-700000- users-a-day-updated-engagement-stats/.

8 biggest source of news in the world: Ellen McGirt, “Hacker. Drop out. CEO,” Fast Company, May 1, 2007, accessed Feb. 7, 2011, www.fastcompany.com/magazine/115/open_features-hacker-dropout-ceo.html.

11 information: 900,000 blog posts, 50 million tweets: “Measuring tweets,” Twitter blog, Feb. 22, 2010, accessed Dec. 19, 2010, http://blog.twitter.com/2010/02/measuring- tweets.html.

11 60 million Facebook status updates, and 210 billion e-mails: “A Day in the Internet,” Online Education, accessed Dec. 19, 2010, www.onlineeducation.net/internet.

11 about 5 billion gigabytes: M. G. Siegler, “Eric Schmidt: Every 2 Days We Create as Much Information as We Did up to 2003,” TechCrunch blog, Aug. 4, 2010, accessed Dec. 19, 2010, http://techcrunch.com/2010/08/04/schmidt-data.

11 two new stadium-size complexes: Paul Foy, “Gov’t Whittles Bidders for NSA’s Utah Data Center,” Associated Press, Apr. 21, 2010, accessed Dec. 19, 2010, http://abcnews.go.com/Business/wireStory?id=10438827&page=2.

11 new units of measurements: James Bamford, “Who’s in Big Brother’s Database?,” The New York Review of Books, Nov 5, 2009, accessed Feb. 8, 2011, www.nybooks.com/articles/archives/2009/nov/o5/whos-in-big-brothers-database.

11 the attention crash: Steve Rubel, “Three Ways to Mitigate the Attention Crash, Yet Still Feel Informed,” Micro Persuasion (Steve Rubel’s blog), Apr. 30, 2008, accessed Dec. 19, 2010, www.micropersuasion.com/2008/04/three-ways-to-m.html.

13 “back in the bottle”: Danny Sullivan, phone interview with author, Sept 10, 2010.

13 part of our daily experience: Cass Sunstein, Republic.com 2.0. (Princeton: Princeton University Press, 2007).

13–14 “skew your perception of the world”: Ryan Calo, phone interview with author, Dec. 13, 2010.

14 “the psychological equivalent of obesity”: danah boyd, “Streams of Content, Limited Attention: The Flow of Information through Social Media,” speech, Web 2.0 Expo. (New York: 2009), accessed July 19, 2010, www.danah.org/papers/talks/Web2Expo.html.< /p>

15 “strategically time” their online solicitations: “Ovulation Hormones Make Women ‘Choose Clingy Clothes,’” BBC News, Aug. 5, 2010, accessed Feb: 8, 2011, www.bbc.co.uk/news/health-10878750.

16 third-party marketing firms: “Preliminary FTC Staff Privacy Report,” remarks of Chairman Jon Leibowitz, as prepared for delivery, Dec. 1, 2010, accessed Feb. 8, 2011, www.ftc.gov/speeches/leibowitz/ 101201privacyreportremarks.pdf.

16 Yochai Bentler argues: Yochai Benkler, “Siren Songs and Amish Children: Autonomy, Information, and Law,” New York University Law Review, Apr. 2001.

17 tap into lots of different networks: Robert Putnam, Bowling Alone: The Collapse and Revival of American Community (New York: Simon and Schuster, 2000).

17 “make us all next door neighbors”: Thomas Friedman, “It’s a Flat World, After All,” New York Times, Apr. 3, 2005, accessed Dec. 19, 2010, www.nytimes.com/2005/04/03/magazine/03DOMINANCE.html?pagewanted=all.

17 “smaller and smaller and faster and faster”: Thomas Friedman, The Lexus and the Olive Tree (New York: Random House, 2000), 141.

18 “closes the loop on pecuniary self-interest”: Clive Thompson, interview with author, Brooklyn, NY, Aug. 13, 2010.

18 “Customers are always right, but people aren’t”: Lee Siegel, Against the Machine: Being Human in the Age of the Electronic Mob (New York: Spiegel and Grau, 2008), 161.

18 thirty-six hours a week watching TV: “Americans Using TV and Internet Together 35% More Than A Year Ago,” Nielsen Wire, Mar. 22, 2010, accessed Dec. 19, 2010, http://blog.nielsen.com/nielsenwire/online_mobile/three-screen-report-q409.

19 “civilization of Mind in cyberspace”: John Perry Barlow, “A Cyberspace Independence Declaration,” Feb. 9, 1996, accessed Dec. 19, 2010, http://w2.eff.org/Censor ship/Internet_censorship_bills/barlow_0296.declaration.

19 “code is law”: Lawrence Lessig, Code 2.0 (New York: Basic Books, 2006), 5.

Chapter One: The Race for Relevance

21 “If you’re not paying for something”: MetaFilter blog, accessed Dec. 10, 2010, www.metafilter.com/95152/Userdriven-discontent.

22 “vary sex, violence, and political leaning”: Nicholas Negroponte, Being Digital (New York: Knopf, 1995), 46.

22 “the Daily Me”: Ibid., 151.

22 “Intelligent agents are the unequivocal future”: Negroponte, Mar. 1, 1995, e-mail to the editor, Wired.com, Mar. 3, 1995, www.wired.com/wired/archive/3.03/negropo nte.html.

23 “The agent question looms”: Jaron Lanier, “Agents of Alienation,” accessed Jan. 30, 2011, www.jaronlanier.com/agentalien.html

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