The document discusses the "Google society" and the "Snowflake Effect". It summarizes that Google indexes over 3 billion web pages and Facebook has over 1.5 billion users. It also notes that services like iTunes, Last.fm, and Pandora provide highly personalized music recommendations for each individual user. The document argues this trend of massive personalization on the internet will continue, with learning platforms, science portals, and augmented reality bringing more "snowflake" personalized experiences.