Nichification allows for consumers to find what they want, but it also provides opportunities for advertisers to find consumers. For example, most search engines generate revenue by matching ads to an individual’s particular search query. Among the greatest challenges facing the Internet’s continued development is the task of reconciling advertising and commercial needs with the right of Internet users not to be bombarded by “pop-up” Web pages and spam (unsolicited e-mail).

Nichification also opens up important e-commerce opportunities. A bookstore can carry only so much inventory on its shelves, which thereby limits its collection to books with broad appeal. An online bookstore can “display” nearly everything ever published. Although traditional bookstores often have a special-order department, consumers have taken to searching and ordering from online stores from the convenience of their homes and offices.

Although books can be made into purely digital artifacts, “e-books” have not sold nearly as well as digital music. In part, this disparity is due to the need for an e-book reader to have a large, bright screen, which adds to the display’s cost and weight and leads to more-frequent battery replacement. Also, it is difficult to match the handy design and low cost of an old-fashioned paperback book. Interestingly, it turns out that listeners download from online music vendors as many obscure songs as big record company hits. Just a few people interested in some obscure song are enough to make it worthwhile for a vendor to store it electronically for sale over the Internet. What makes the Internet special here is not only its ability to match buyers and sellers quickly and relatively inexpensively but also that the Internet and the digital economy in general allow for a flowering of multiple tastes—in games, people, and music.

Education

Commerce and industry are certainly arenas in which the Internet has had a profound effect, but what of the foundational institutions of any society—namely, those related to education and the production of knowledge? Here the Internet has had a variety of effects, some of which are quite disturbing. There are more computers in the classroom than ever before, but there is scant evidence that they enhance the learning of basic skills in reading, writing, and arithmetic. And while access to vast amounts of digital information is convenient, it has also become apparent that most students now see libraries as antiquated institutions better used for their computer terminals than for their book collections. As teachers at all education levels can attest, students typically prefer to research their papers by reading online rather than wandering through a library’s stacks.

In a related effect the Internet has brought plagiarism into the computer era in two distinct senses. First, electronic texts have made it simple for students to “cut and paste” published sources (e.g., encyclopaedia articles) into their own papers. Second, although students could always get someone to write their papers for them, it is now much easier to find and purchase anonymous papers at websites and to even commission original term papers for a fixed fee. Ironically, what the Internet gives, it also takes away. Teachers now have access to databases of electronically submitted papers and can easily compare their own students’ papers against a vast archive of sources. Even a simple online search can sometimes find where one particularly well-turned phrase originally appeared.

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File sharing

College students have been at the leading edge of the growing awareness of the centrality of intellectual property in a digital age. When American college student Shawn Fanning invented Napster in 1999, he set in motion an ongoing legal battle over digital rights. Napster was a file-sharing system that allowed users to share electronic copies of music online. The problem was obvious: recording companies were losing revenues as one legal copy of a song was shared among many people. Although the record companies succeeded in shutting down Napster, they found themselves having to contend with a new form of file sharing, P2P (“person-to-person”). In P2P there is no central administrator to shut down as there had been with Napster. Initially, the recording industry sued the makers of P2P software and a few of the most prolific users—often students located on university campuses with access to high-speed connections for serving music and, later, movie files—in an attempt to discourage the millions of people who regularly used the software. Still, even while some P2P software makers have been held liable for losses that the copyright owners have incurred, more-devious schemes for circumventing apprehension have been invented.

The inability to prevent file sharing has led the recording and movie industries to devise sophisticated copy protection on their CDs and DVDs. In a particularly controversial incident, Sony Corporation introduced CDs into the market in 2005 with copy protection that involved a special viruslike code that hid on a user’s computer. This code, however, also was open to being exploited by virus writers to gain control of users’ machines.