"...tool use, in the beginning -- for thousands and thousands of years, everything has been a physical modification of self. It has helped us to extend our physical selves, go faster, hit things harder, and there's been a limit on that. But now what we're looking at is not an extension of the physical self, but an extension of the mental self, and because of that, we're able to travel faster, communicate differently." - Amber Case
Mcluhan Tetrad Reverse of Internet
"Exceptional Normalness" - Connection to poor empathy and understanding in conversation
Break the averageness in order bring more human self back into the web.
Customization of personal preferences to create "messyness" or non averaging.