Have you all ever wondered why the owner/owners of Facebook are million/billionaires? When all they do is create a website? They don’t create a business, or a franchise. There way of making money is quiet simple. They utilized “The Wave of a New Age”, as I would like to call it. Prior to the advent of the “internet”, companies used billboards, signs, and other tangible assets as a way to advertise. In the present time, I am sure that all of you receive emails everyday saying “$599.99 HP Laptop on sale at Bestbuy”, or something along those lines. All these businesses have to do is purchase a server, have a team devise a tantalizing ad, and have the server mass emails out to everyone who virtually has an email account. This is the benefit that the “internet” has given us; Free Advertisement! The same way owners of Facebook make a fortune. However, for every positive contribution the internet has created, problems accompany. Technology investor Esther Dyson says “Creators will have to fight to attract attention and get paid; enforcing copyrights won’t be enough, because creators will operate in an increasingly competitive marketplace where much of the intellectual property is distributed free and suppliers explode in number. . . . The problem for owners of content is that they will be competing with free or almost-free content”. I concur because if something is free, why not exploit it? Obviously one person alone will not only come up with this idea but tons and tons of people. This will cause a competitive online market where the “Power of Aesthetics”, as Virginia puts it, comes into play. Initially, the goals of these online ads were to get as much people. Now since every company/business is using them, it becomes very routine and predictable. Instead the new goal is to increase the superficiality of each ad in order to increase the attention given to the ad, in order to get as much people in. Evidently, an extra step in the purpose of the ad was inserted. I have noticed that since people started to use Facebook more businesses started incorporating it into their means of communication. I myself have subscribed to the Online store “Newegg” on Facebook for them to send me monthly deals. I did this because I did not want to spend the extra ten seconds or looking through the site. Bottom line is that the internet has provided business with a virtual realm where everything is pretty much free (after the first copy of a product is purchased), and this has been exploited to a point where “The power of Aesthetics” is the gatekeeper between a lucrative business, and a bankrupt business.