At such moments, the bargain of the attention merchants is beset with a certain “disenchantment,” which, if popular grievance is great enough, can sometimes turn into a full-fledged “revolt”’. 

During those revolts—of which there have been several over the last century—the attention merchants and their partners in the advertising industry have been obliged to present a new deal, revise the terms of the arrangement. We may, in fact, be living in such a time today, at least in those segments of the population committed to cord-cutting, ad-avoiding, or unplugging. We are certainly at an appropriate time to think seriously about what it might mean to reclaim our collective consciousness.”