Consumers do new things online. But this novelty has been obscured. This book applies a sociological lens, to lift the curtain and shine a light on the exercise of taste, the consequence of audience, and the pleasures of a public. It is hard to overstate the distaste that scholars feel toward claims that something is new. Experience shows such claims to be either hyped, or ignorant of history, both of which are distasteful to people whose lives center on knowledge. In the rare case where a claim of newness seems credible, it creates even more difficulties, as it suggests that what the scholar thought was settled knowledge may no longer be so. A truly new thing would call into question existing theories and threaten to obsolesce a conceptual toolkit that the scholar had spent decades refining. Oscillation and development are fine, but a claim that something is new will be fiercely resisted. Nonetheless, the Web has produced new forms of social being, which this book explores. I focus on new forms of consumer behavior online, but define this behavior more narrowly than some colleagues. I mean actions toward products and services that are bought and sold, as viewed from the perspective of the buyer, rather than that of the seller, as in marketing. This may not sound very restrictive—uncounted items across many life domains are bought and sold here in Late Capitalist America—but it is.