These decisions are not made with malice. You don’t pay money for using these platforms, but make no mistake-you are paying for them, with your time, your attention, and your perspective. Almost every “free” app or service you use depends on this surreptitious process of unconsciously turning your eyeballs into dollars, and they’ve built sophisticated methods of reliably doing so. The digital rabbit hole you just tumbled down is funded by advertising, aimed at you. Nineteen minutes later you regain consciousness in a completely random corner of your digital world: a stranger’s photo stream, a surprising news article, someone dancing on TikTok, a funny YouTube clip. This may sound familiar: In an idle moment, you open your phone to check the time. The average person loses it dozens of times per day. In order to succeed, they need to map the defensive lines of your brain, your willpower, and your desire to concentrate on other tasks, and figure out how to get through them. They are attempting to capture your most scarce resource-your attention-and take it hostage for money. Their weaponry are the apps, news feeds, and notifications in your field of view every time you look at a screen. The aggressors are the architects of your digital world.

I’m going to tell you a few things you already know.Įvery time you open your phone or your computer, your brain is walking onto a battleground.

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