The article discusses the increasing value of our attention as a limited resource in the digital age, as companies like Meta (Facebook, AI, Metaverse), Google, Chrome, Nest, Fitbit, Waymo and more exploit and manipulate our attention spans through algorithms, sensory enticements and dopamine injections. The article suggests that companies like Google, which uses our attention more often to sell our engagement data to advertisers, exploit this attention. This shift in focus on human attention as an economic influencer was first identified by psychologist Herman A. Simon in 1971. There is a growing resistance movement in the US, Canada, Spain, France, Italy, England and the Netherlands against big tech. However, despite this, Leslie Kouba believes that winning back our mindspace from these time-eaters is unlikely.