Our freedom Of which we are so proud And we constantly pronounce This is what I want I choose to do so. I am α and Ω. The Universe starts with ME. I am the millenium. Me, I, myself, mine, forever I? Massification Comodification Personalization Marketization, globalization, glocalization, individualisation? Luring – Temptation or knowledge We see B U T We are blind. The end is here Whether or not I want so.