He gives seven reasons, but two are important:
We’re Distracted: I shared a video by Diana Butler Bass in a recent post about a priest who took his Ash Wednesday service out onto the street. When people saw him, they reacted as if they had been shaken out of a deep sleep. “It’s Ash Wednesday!” they said with surprise as they asked for the ashes. “Lent is starting!” It simply wasn’t on their radar. It’s not that we don’t care; we have so many things competing for our limited time and attention that the passive things that don’t offer an immediate “interrupt” get relegated to the “later” pile. And we rarely ever get to the “later” pile, which leads me to the next point.
We’re Skeptical: We’re exposed to more ad impressions in a month today than any other previous generation experienced in a lifetime. I’m sitting in a hotel room writing this, and in this room (which I paid for in part to have privacy), I see more than a dozen marketing messages. If I turn on the TV, they’re there. Pick up my phone, they’re there. Online…you get the point. So whereas generations before us expended energy seeking information out, now it comes at us in such overwhelming volumes that we spend at least the same amount of energy filtering things out. This leads to somewhat of a calcifying of the senses, always assuming that whoever is trying to get your attention wants something, just like everyone else.
Yes and yes.