Attention. What is it, and how does it work? I'm still figuring that one out, and that's why I've been closely following Attention Trust, a group which aims to "promote the basic rights of attention owners". Essentially, "attention" is about figuring out what's important to you online by recording your clickstream. That "attention data" can then be used in all sorts of interesting ways - you could use it for your own benefit, or allow others to access your data.
That all sounds very lofty, but Attention Trust has brought this all down to ground level by releasing the attention recorder extension for Firefox, which records your clickstream as you browse the web and lets you share that data with trusted members. Download. Plug in. And be part of the attention experiment.