The elite is in two minds about the ‘distraction epidemic’, a confusion with profound implications for educational standards and pedagogic approaches. The rulers demand digital skills sets and deep reading abilities at the same time. It is not in their interest to bring the hollow user to life. We’re not just talking about doubts rationalized as ethical issues; the attention issue goes to the core of how the global economy is being shaped. On the one hand, research repeatedly makes the point that considerable productivity gains will be made once access to social media during work hours is prevented. On the other hand, a growing number of businesses benefit precisely from the blurring of boundaries between work and private life. Under employment conditions that make permanent access a prerequisite, going offline is a potentially dangerous affair. The app that hooks us, will also set us free.