Martin Weigel, Head of Planning at Wieden+Kennedy Amsterdam, has written a keenly observed essay on the role we play everyday in, well, fracking people's attentions: 

So attention is personal – what we attend to defines our reality.

Attention is finite – it is a scarce and thus valuable resource – not just to those who wish to monetise it, but to those to whom it belongs.

And attention is hackable – the world is overpopulated with those skilled in the art of capturing and redirecting attention for their own purposes.

Surely then, we have a responsibility – dare one say, an ethical duty – to the audience.

And to the attention we see to hack.