Today's Wants Become Tomorrow's Needs

"The pie keeps growing because things that look like wants today are needs tomorrow," argued Marc Andreessen, the Netscape cofounder, who lelped to ignite a whole new industry, e-commerce, that now employs mil)ns of specialists around the wodd, specialists whose jobs weren't even lagined when Bill Clinton became president. I like going to coflfee shops occasionally, but now that Starbucks is here, I need my coffee, and that new need has spawned a whole new industry. I always wanted to be able...

 How People are Paid for Their Attention

The result of the new economics is that people are often paid for their attention, implicitly or explicitly. They get to see television free in return for watching commercials. Their magazines and newspapers are subsidized or supplied free by advertisers. Nowadays bus shelters, baseball stadiums, and even those little refresher towelettes on airlines such as Lufthansa are supported by advertisers eager for your attention. You are also rewarded with content according to the "quality" of attent...