The number of nights I have spent cramming for an exam, wishing my brain had the physical capacity to hold more information is immeasurable. The truth is, the sizes of our brains aren’t going to change and with that, our ability to absorb more information than what is physically possible is not going to alter. Taking this same idea and applying it to the world of Electronic Commerce, we see a business' drive to push their company and/or brand in new ways because we aren't getting any "smarter". According to Frances Cairncross' Trendspotter's Guide, because we are unable to absorb new information, we need filters to sift, process and edit it all.
These new techniques give customers a different shopping experience and urge them to think about their purchases in a new way. The steps a business takes to push their brand further, such as an online presence, develops an extended customer base that while deepens the costumer/business relationship, also sets aside an individual shopping episode, unique to each consumer.