The proliferation of digital content means that there are more and more resources available for people. But most people don’t get off the front page of Google or YouTube.

Algorithms are deciding which content is most suitable for you based on your previous choices and preferences. If you want to go outside of those choices you have to delete history, caches, and cookies. If you want to find the unusual you have to look a lot harder to explore new places.

The scarcity in the digital age is in finding the unique or uncommon. And that requires more work.