It is not all doom and gloom, digital technology has allowed us to scan old records, photos, etc. and share to our hearts content (subject to laws). The ability to share may counteract the affects of rarity by proliferation, but what is of concern is the impermanence of digital copies, particularly with regards to consumerism. The digital consumer has a voracious appetite for stimuli, the ticker-tape layout design of the more popular social networking websites, is a good illustration of this hypotheses. Facebook in particular is a prime example of the “feed me, here and now” nature of the consumers’ appetite. For example there is no facility to search, which means to locate content, even of your own making, you have to scroll through previous posts to locate what you are looking for, you can not categorise content either. OK, you might say “it is not an information portal”, which is true, but the amount of peoples time and history invested in Facebook is incalculable. Consumers, who maybe your friends or fans, have become more demanding of their attention; a great photo, or post may elicit the click of a mouse button on the “like button”, but you can’t like it twice and even if you could it would have probably filtered down your timeline and out of sight, doomed to the annals of an unsearchable repository.