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

The only thing going on is the progression of words and sentences across page after page and so suddenly we see this immersive kind of very attentive thinking, whether you are paying attention to a story or to an argument, or whatever. And what we know about the brain is the brain adapts to these types of tools.

You can take a book to the beach without worrying about sand getting in its works. You can take it to bed without being nervous about it falling to the floor should you nod off. You can spill coffee on it. You can sit on it. You can put it down on a table, open to the page you're reading, and when you pick it up a few days later it will still be exactly as you left it. You never have to be concerned about plugging a book into an outlet or having its battery die.

In popular books and articles, information technology writer Carr has worried over the ways that algorithms like those employed by Google are reshaping the ways we think.

Today, no one would dispute that information technology has become the backbone of commerce. It underpins the operations of individual companies, ties together far-flung supply chains, and, increasingly, links businesses to the customers they serve. Hardly a dollar or a euro changes hands anymore without the aid of computer systems.

We don’t constrain our mental powers when we store new long-term memories. We strengthen them. With each expansion of our memory comes an enlargement of our intelligence. The Web provides a convenient and compelling supplement to personal memory - but when we start using the Web as a substitute for personal memory, by bypassing the inner processes of consolidation, we risk emptying our minds of their riches.

By putting the means of production into the hands of the masses but withholding from those same masses any ownership over the product of their work, Web 2.0 provides an incredibly efficient mechanism to harvest the economic value of the free labor provided by the very, very many and concentrate it into the hands of the very, very few.