I find the statement above: “…the Internet controls a corresponding amount of who we become….” very disturbing. The deterministic connotation of “control” denotes deterministic influence, one beyond attenuation and perhaps even recognition. That each of us Internet users is under the influence (Nay, “control”!) of a huge and expanding, amorphous, powerful, unrestrained abstraction is ominous, in my opinion. Perhaps the writer has exaggerated to make his point. I, at least, think that I consciously and deliberately choose, freely, my use of the ‘Net and certainly exposure to content.