It seems only natural that the closer a technology feels to being part of us, the more important that we trust it; the same goes for someone who is creating a virtual reality for you to inhabit. And so, in the coming decade, the attention merchants will need to tread very lightly as they come as close as one can to the human body. Nonetheless, adaptation is a remarkable thing, and if our history has shown anything, it is that what seems shocking to one generation is soon taken for granted by the next.

Tim Wu, The Attention Merchants, loc. 1131