“When blogs came along, they became the way we could have a Web presence that enabled us to react, respond, and provoke.” Already by that period, the web offered a way to create and project a public version of the self, a path toward Marcuse’s liberation and the transcendence of hierarchy that the old media world imposed. As Weinberger writes, “My blog was me. My blog was the Web equivalent of my body. Being-on-the-Web was turning out to be even more important and more fun than we’d thought it would be….We thought we were participating in a revolution. And we were somewhat right.”

Tim Wu, The Attention Merchants, loc. 907