Attention Trust, Seth Goldstein's new project, offers an extension to the Firefox browser. The conceit is this: a user can share a record of sites visited, but only with specifically approved third parties. The project is mundane, the list of partners thin, but the online guru, former co-founder of Root Markets, now decamped to Mill Valley, reaches for transcendence in his marketing gospel. I say that only because I can discern no earthly meaning in his latest blog post:

The combination of ways that I experience your Attention has created a new upper register of consciousness. It is filled with audients: people like yourself who are tuning into my output and for whom I feel a certain sense of responsibility. If I don't satisfy your expectations for certain insights while I have your Attention, then I will lose it to other sources. Without your Attention, the writing likely stops. And without the writing, so goes this blog which is a big part of my online identity. [Audients, by Seth Goldstein]