Seth Goldstein explains the nature of a new venture, the AttentionTrust, one of whose goals it to impede applications attempting lock-in through personalization. The AttentionTrust provides a framework for personalized services based on recording information about your web browsing. It's an ambitious project that attempts to tackle two big issues of the web 2.0 - Attention and Trust. Seth has some insightful observations on the nature of attention and the value associated to it in the new economy.