From Users to Choosers: Central IT and the Challenge of Consumer Choice

s the era of personal computing ending, or is it only just beginning? Certainly, cyberlife seems to have become more intensely personal over the last few years, partly because it has also become so much more social. We tend our social networking sites like quirky little gardens and turn pocket phones into personal fetishes. We assign ratings and attach comments to pretty much everything, from a math professor’s lecture to a movie star’s latest look. And though we don’t care to think about it much, just navigating around the digital universe creates a remarkably detailed portrait of our personal tastes and habits. I Central IT and the Challenge of Consumer Choice Choosers From Users to