Jeff Herzog of iCrossing is into a new venture that claims to be ‘the future of the internet.’ It’s easy to scoff at the big-hairy-audacious-goals like this of but we are talking of Herzog who anticipated the search business.

Zog Media, is taking aim at a personalized internet with “new ways to control, communicate and experience the Web.” I haven’t seen anyone put the words ‘control’ and ‘communicate’ so close to each other in a Web 2.0 business proposition but it appears to subscribe to the attention crash theory I have long believed in.

The theory being, humans are incapable of functioning with so much information bombarding them –not just through spam, but through us mindlessly opting in to channels (like Friendfeed,) feeds (like AideRSS and Litefeed) and devices like these and these that promise to simplify our lives.

So yes, the future of the internet will mean each of us will turn into some sort of control freak, just to remain sane and productive.

If you are really interested in a speculative look into the future of the Net, there’s a book just out called (you guessed it) The future of the internet By Jonathan Zittrain. If you like to download a copy, it’s is available as a free PDF.

Don’t blame me if it contributes to your attention crash –it’s 351 pages long!