Today, though often we do not know, all of us are producers of information. The social web has changed the communication at every level, but participation is now so easy and so far from really advanced competences, that the technological awareness of people in latest years is possibly, overall, decreasing. Connection of media rarely match a correspondent connection of the human minds, let free from the trouble of choosing and less able to make decisions, and we probably should have to look less at the market and more at real people. Technology could give everything we need to be active actors on the stage of the world, but – this is true for culture as well as food - we are as at a crossroads where we can decide if to be active managers and producers of an important part of them, or buy everything, food and culture, from the multinational companies.