Amazon has introduced the Mechanical Turk named after an 18th century hoax. Business Week thinks "it could have great potential for tapping into the wisdom of crowds" Exactly. Amazon are asking the hordes to help them complete tasks that are necessary for a computer to proceed. At every level the big web companies are probing for opportunities to turn in new directions as they continue to look for new growth. Some get it. It's now all about how we organize our intellectual efforts. Attention. Identity. Knowledge. Interests.The Amazons, Googles, Microsoft's are now working these areas as hard as they can.