Our “now” has become at once more unforgivingly brief and unprecedentedly elastic. The half-life of media product grows shorter still, till it threatens to vanish altogether, everything into some weird quantum logic of its own, the Warholian Fifteen Minutes becoming a quarklike blink. Yet once admitted to the culture’s consensus pantheon, certain things seem destined to be with us for a very long time indeed. This is a function, in large part, of the Rewind button. And we would all of us, to some extent, wish to be in heavy rotation.
William Gibson, passage from “Dead Man Sings” originally published in Forbes ASAP, in 1998, now republished in Distrust That Particular Flavor of 2012.