"Whatever is on the horizon - social software, social media, ubiquitous and pervasive computing, technology everywhere, permanent connectivity, media distribution, mass amateurisation, disintermediation - it's going to have an enormous impact on our lives. But that impact will probably seem relatively subtle and gradual to those people living through it, and its true effects will probably not be fully recognised for a hell of a long time. So let's try and be a bit humble about the whole thing, eh? Let's get excited about possible futures, let's argue for the changes we think should happen, let's present ideas and theories and ideas and business models and look to the future and test them and explore them. But please, no more religious wars of us versus them, big versus small, old versus new... We've got enough entrenched dogmatic opinions in the world already without creating new ones..."