[danboarder]

"In the old world products were scarce - this meant that companies who provided product could profit from the demand. In the digital world, where abundance is key (creating a digital copy costs next to nothing) it is a customer's attention that has become scarce. This means that the customer now holds the value - not the company." - Chris Saad

Some people did see this commoditisation of human behavior coming back in 2005 and promoted the idea of the 'Attention Economy' which had a goal of putting people back in control of the content they create and view online with tools like the Attention Recorder from Attention Trust (now defunct, but you can read about it here http://p2pfoundation.net/Attention_Trust ).

The current idea of social is to capture much more than eyeballs and clicks of course, with checkins for places, Runkeeper and many other health apps for tracking/sharing activities, and so on... nearly everything we do is a potential data point for commercialization that a startup will want to capitalize on. This is fine if the user clearly understands the relationship.

I expect it was too early when the 'Attention Economy' ideas emerged but now perhaps we'll see projects that resurrect some of that early work and build on it to empower users of social tools to take control of both their attention and the data points they are sharing.

addl reading: http://p2pfoundation.net/Attention_Economy