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If a campaign volunteer shows up at your door, urging you to vote in an upcoming election, you are 10 percent more likely to go to the polls—and others in your household are 6 percent more likely to vote. When you try to recall an unfamiliar word, the likelihood you’ll remember it depends partly on its position in a network of words that sound similar. And when a cell in your body develops a cancerous mutation, its daughter cells will carry that mutation; whether you get cancer depends largely on that cell’s position in the network of cellular reproduction.
In the last month I have become even more convinced that the Splinternet is real. This is not just one of the most important trends to hit the Web in the last five years, it's a war. Facebook and Apple want to own as much of your Internet experience as possible. I've used the term " Splinternet " to refer to a Web in which content on devices other than PCs, or hidden behind passwords, makes it harder for site developers and marketers to create a unified experience.