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So what we're seeing is less of a notion of a big idea carried through and much more little bursts and snippets. And we see that across media, across film, across, in Web sites, this idea of just do a little bit and then you can run away.

anytime you switch from one task to another, there's something called the "task switch cost," which basically, imagine, is I've got to turn off this part of the brain and turn on this part of the brain. And it's not free; it takes time.

One of the biggest delusions we hear from students is, "I do five things at once because I don't have time to do them one at a time." And that turns out to be false. That is to say, they would actually be quicker if they did one thing, then the next thing, then the next. It may not be as fun, but they'd be more efficient.