PPC--porn, pills, and casinos -- Getting to what we really think -- Prom in January -- Failed resolutions and the false hope syndrome -- Celebrity worship syndrome -- What are you afraid of? and other telling questions -- Web who.0 -- Data rocks and the television-Internet connection -- Women wrestlers and arbitraging financial markets -- Finding the early adopters -- Super-connectors and predicting the next rock star -- Epilogue : who we are and why it matters.