What is old is the idea that specialists generate the categories through which we, the punters, find what we want: librarians, marketing agencies, anonymous search algorithms. What is new is the possibility that we can find what we want more precisely through social relations we generate ourselves (David Weinberger Everything is miscellaneous). In all this talk about culture, where is the sociology of the processes involved? Goering said 'When I hear the word culture I reach for my gun'. I know how he felt.