In light of recent commentaries on the “dumbing down” of audiences and culture – for both entertainment as well as higher forms of information such as *newspapers* and literature – another perspective on what seems to be the diminishing ingredient, attention. There are of course books on the attention economy. Other writers have asserted that content is now so widely available that the creators are scrambling to find their role and value, else they be fodder in an era of “career collapse”. More have looked at the issue of media use and the link to attention problems in kids. But Mr. Michael Erard gives us a thought or two on how he conceives the future when we may, in fact, need to monetise our attention quite directly and specifically. And he ultimately concludes that gifting is what is leaving so much rot in the system.