Back in 1971 a very famous decision scientist Herbert Simon formulated this concept that a fundamental task of of human existence of cognition is the allocation of attention.

We decide what to pay attention to and what not to pay attention to — that's what we're doing every microsecond, every minute, every larger unit of time. And he pointed out that, with a wealth of information, as information grows what becomes scarce is attention.

This is the formulation that led to the pretty familiar concept now of an attention economy, which is what we live in today.

In every space you can imagine there's more ways to spend our time and spend our attention than ever before

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