V. Scale: One Size Does Not Fit All
This chapter or commandment I should say focuses more on the business aspect. He touches upon the internet being biased towards abstraction but it is not a reality. Rushkoff explains that there’s a belief business online can scale up and if it’s not scaling then it is not real. He says how scaling up is unable to happen because the tools necessary to do so aren’t provided. Rushkoff presents the example of Tom’s music shop and how unsuccessful it became once there wasn’t any interaction online like there was when a customer was inside the store. He also points out that computer users lose touch with reality because we become captivated with the simulated reality before us.
VI. Identity: Be Yourself
Rushkoff believes anonymity leads to an environment where identity is a liability and it’s hard to be yourself because you’re not present. He discusses how he wrote a piece on anonymous users and their weapon is the identity and strength is the fact that they’re anonymous. By having the name or an image of someone online makes it easy for the user to be identified and easier to target. A majority of the communication is nonverbal and people often times rely on cues. Since you can’t read the cues online you don’t know what others are feeling and feel insecure. Rushkoff believes anonymity dehumanizes people because of the behavior they portray when they post things online.