Why does attention become relatively scarce in a Media 2.0 world? Fundamentally, because 2.0 technologies create a Cambrian Explosion in number and kind of media a micromedia explosion. Since its birth, media has been limited in number and in kind. But cheaply networked digital technologies, on the other hand, are producing vast amounts of entirely new kinds of media more than have ever concurrently been seen before.

By networking digital media, the incentives for prosumers to produce a huge plethora of forms of micromedia pop into existence; blogs, podcasts, vlogs, machinima, fan films, and cosplay are just a few examples. The relationship between technology and media relationship has undergone a phase shift: from one to one, to many to one. This is the Cambrian Explosion in micromedia.