Like the Judeo-Christian God, the "I" is omnipresent in cyberspace and in what is being called "personal media." From "I" Tunes to "I" Pod to "I" Phone, the entire digital world, and not just Apple, is at the disposal of the first-person singular pronoun. (Not to mention the "I" Pad, whose name brought up hyperpersonal hygiene issues for some women, and caused tweets like: "Heavy flow? There's an app for that!") This shift from e- to i- in prefixing Internet URLs and naming electronic gadgets and "apps" parallels the rise of the self-absorbed online Narcissus.
The Internet is more I-centric than ever and all about you. Yahoo!, for example, recently launched a global campaign that played up this very characteristic. It was titled "It's Y!ou," and it included ads such as: "Now the Internet Has a Personality. Yours."; "There's a New Master of the Digital Universe. It's Y!ou"; and "The Internet Is under New Management. Yours." EarthLink's ubiquitous tagline, "EarthLink revolves around you," makes the same point below the signature at the bottom of e-mails that its users send. So does the "Mi-Fi," a new gadget that brings you your own portable Wi-Fi bubble, a private hot spot that follows you wherever you go, like a cloud constantly over your head. As for the iPhone, downloading iBubbleWrap from your online Apple store can calm your nerves by giving you virtual bubble wrap to pop: "Unlike real bubble wrap, iBubbleWrap never runs out of bubbles to pop and you always have it with you." Even less useful, iCycle keeps a guy alert to the hormonal shifts of the woman in his life: "Enjoy peace and quiet in your relationships. Prevent arguments and unnecessary misunderstandings, save money, plan your dates, vacations, weekend trips and major discussions within her ‘best time period' of the month." Someone needs to get an iLife!