“The [Facebook Home] ad is an apt, if sanguine, depiction of what I’ve been calling ‘present shock,’ the human incapacity to respond to everything happening all at once. In a rapid-fire, highly commercial digital environment, this sense of an overwhelming ‘now’ reaches new heights. Unlike computer chips, human beings can only process one thing at a time. Whatever succeeds in attracting our attention only wins it at the expense of something else. Joke as we might like about it, our efficiency, our accuracy, our memory and our depth of understanding go down when we try to multitask.” – Douglas Rushkoff