The development of Web 2.0 has been commandeered by the digital marketing agencies that exist to study how humans emotionally interact with the web in order to commodify the on-line experience. The past decade has seen a significant cultural shift, resulting in an apathy that has fundamentally removed the desire to engage intellectually with the world. Pixels over paper. The pampered West luxuriates in its digital harness, while humanity, integrity and individuality is replaced by an unconscious political ineptitude. Complicit in our demise, consumerism and white-collar work replaces the blue. The belly grows soft, strains repeat, and all to the beat of seven billion simultaneous clicks. Shift is an allegorical look at our unwitting exchange.