English: San Francisco, April 2007. Here Swartz describes the nature of the shift from centralized one-to-many systems, such as broadcast television, to the decentralized many-to-many topography of network communication. The end of scarcity in transmission capacity poses the question of how to finance information production and how people can find their way through the abundance; search engines and collaborative filtering mechanisms have become both essential tools and points of control. These systems paradoxically exercise a renewed centralizing influence due to the social entrenchment of the 'hit' phenomenon. Can technical design help to counteract this tendency?