A while back I referenced Just's insightful comment that one of the memes driving the Web 2.0 companies is simplify, which is to say they're targeting your attention sweet spot, not your attention capability - or in Just's words "Web 1.0 was about 7 +/-1. Web 2.0 is about 2 +/-1".

It turns out there's a whole movement about attention ownership and preserving your right to your attention, The Attention Trust, which exerts exactly what you want to assert: "You own yourself. You own your data. You own your attention."
Having a non-profit to guard your attention like your privacy and your money may sound like a joke, but the founders are not kidding. They even have a declaration of gestural independence. I see a collision coming along at some point in the future with the RIAA and MPAA jerks on the analog hole, and of course there's going to be a collision with all television people on the obvious attention problem of advertising.

Found while digging around for info on the soon to be cool Riya.