In a single day, you will be assaulted by hundreds of thousands of discrete bits of information. I’m writing this from a hotel room on the corner of 43rd and 8th in New York. Just a simple 3 block walk down 8th Avenue will present me with hundreds bits of information: signs, posters, flyers, labels, brochures. By the time I go to sleep this evening, I will be exposed to over 3000 advertising messages. Every second of our lives, we are immersed in a world of detail and distraction, all vying for our attention. Even the metaphors we use, such as “paying attention”, show that we consider attention a valuable commodity to be allocated wisely.