Decades of technology advancements in personal computing, software technology and smart mobile devices have commoditised data, and transformed it into reusable digital packages that are virtually everywhere; copied, analyzed, sold and resold at the speed of light. The internet, proliferation of cloud infrastructures and democratized access to open-source software, have created the premises for many technology businesses to become attention merchants. These merchants capture our attention by providing us with free information, services and entertainment, while reselling it to advertisers. Yet advertising is but secondary to their true business model. Instead, by capturing our attention they accumulate vast amounts of data; data more valuable than any immediate advertising revenue. Hence, we are not their customers, but have become their product. These data-giants may become so powerful due to the knowledge they gain, that people will lose agency and the freedom to act in an uninfluenced way. The best time to care about the internet, its design and impact was 20 years ago; the second-best time is today. Take control and ownership of your data today. Download Maiar today.