Manovich, in discussing the idea of variablility of new media, suggests that the new media synch up with the social climate of late capital, which favors (targets) the uniqueness of the individual over the mass-produced approach of industrial capitalism. Although he never suggests it, Manovich's argument implies that there may be a cause and effect relationship between social climate and what technology takes over. What say you to this? Did the technology help create the social climate? Did the social climate propel certain technologies? Or isn't there any connection at all?

Also, to what extent do we like operating in this new media variable world. Apparently, the technology meets the demands of late capital, but just a few pages later, Manovich demonstrates the annoyance of having to make so many decisions that used to be the work of someone else (the web purchasing example). Does current technology fit our social demands?