According to calculations by Cisco, 50 billion devices will connected to the Internet by 2020. Top technology infrastructure companies like IBM, HP and Ericsson are investing big in the Internet of things. IBM envisions a smarter planet, Ericsson envisions the social web of things. But when I look at these visions I get the feeling something is missing—the consumer. Well, she's there, but always in a passive role. These visions are more about automation and efficiency. An exemplifying scenario can go something like this one, from Cisco: Imagine your morning meeting was pushed back X minutes, and your car knows there has been an accident on your driving route causing a Y minute detour; this is communicated to your alarm clock which allows you Z extra minutes of sleep and signals to your coffee maker to turn on the appropriate minutes later. Or, from Ericsson: You call your wife on your way home in the car, asking what she wants for dinner. When you arrive home the oven has calculated with precision the time it should turn itself on and at what temperature, depending on the groceries you got from the store. I'm sure these are plausible scenarios, but I don't think the killer apps of IoT will be the connected car or Internet-oven.