Esther Dyson talks about the "attention economy", not just about our desire to control where we put our attention, but about others' desire to get our (or anyone's) attention, as a form of immortality and not just to make money.
And that's what advertisers are stealing from my kids: their immortality. And they're paying fractions of pennies for it. I fear this could be much worse with millenials, who have perhaps grown up thinking their attention is worthless.
http://www.econtalk.org/archives/2013/01/esther_dyson_on.html