Om Malik points to what he calls a "fantastic" essay by Christine Rosen, "The Age of Egocasting" in The New Atlantis. "We have created and embraced technologies that enable us to make a fetish of our preferences."
By giving us the illusion of perfect control, these technologies risk making us incapable of ever being surprised. They encourage not the cultivation of taste, but the numbing repetition of fetish. And they contribute to what might be called “egocasting,” the thoroughly personalized and extremely narrow pursuit of one’s personal taste. In thrall to our own little technologically constructed worlds, we are, ironically, finding it increasingly difficult to appreciate genuine individuality.