Nathan Heller on the secretive Order of the Third Bird: There is a long-standing, widespread belief that attention carries value. In English, attention is something that we "pay." In Spanish, it is "lent." The Swiss literary scholar Yves Citton, whose study of the digital age, "The Ecology of Attention," argues against reducing attention to economic terms, suggested to me that it was traditionally considered valuable because it was capable of bestowing value. "By paying attention to something as if it's interesting, you make it interesting. By evaluating it, you valorize it," he said. To treat it as a mere market currency, he thought, was to undersell what it could do.