 In the section above, the focus was on the moral impacts of information technologies on the individual user. In this section, the focus will be on how these technologies shape the moral landscape at the societal level. At the turn of the twentieth century the term “web 2.0” began to surface and it referred to the new way that the world wide web was being used as a medium for information sharing and collaboration as well as a change in the mindset of web designers to include more interoperability and user-centered experiences on their websites. This term has also become associated with “social media” and “social networking.” While the original design of the World Wide Web in 1989 by its creator Tim Berners-Lee was always one that included notions of meeting others and collaborating with them online, users were finally ready to fully exploit those capabilities by 2004 when the first Web 2.0 conference was held by O’Reilly Media (O’Reilly 2007 [2005]).  This change has meant that a growing number of people have begun to spend significant portions of their lives online with other users experiencing a new unprecedented lifestyle. Social networking is an important part of many people’s lives worldwide. Vast numbers of people congregate on sites like Facebook and interact with friends old and new, real and virtual. The Internet offers the immersive experience of interacting with others in virtual worlds where environments are constructed entirely out of information. Just now, emerging onto the scene are technologies that will allow us to merge the real and the virtual. This new form of “augmented reality” is facilitated by the fact that many people now carry GPS enabled smart phones and other portable computers with them upon which they can run applications that let them interact with their surroundings and their computers at the same time, perhaps looking at an item though the camera in their device and the “app” calling up information about that entity and displaying it in a bubble above the item. Each of these technologies comes with their own suite of new moral challenges some of which will be discussed below.