I've just been listening to Seth Goldstein's talk on Applications for the New Attention Economy. He mentions you might devote attention to reading a Thomas Hardy book based on the author's reputation. I might argue that you wouldn't based on the author's reputation for writing books that are difficult to understand. He discusses "attention bonds" and reputation. He compares "mortgage bonds" which made housing more affordable. It is interesting to note the problem with sub-prime lending and housing. Later he asks who do you pay attention to? One answer is people you trust.