You think MMOs kill brains in south east asia now? Wait until software acts like a boyfriend. Every site (read: website/app/software) could be unique, well designed, and work cross platform by telling the system what you want (remember: in this delusional scenario the system understands meaning to avoid the unintentional vengeful djinn problem).
You think multivariate testing is omgballz amazing? Imagine if ad networks share a sophisticated personality model (instead of: likes cats, doesn't like monster trucks) of you. Every site you visit could be rearranged to appeal to your individual design sense, buying patterns, and social expectations. A/B testing basically tries to suss out your average user so you can appeal to them. You leave your non-average users in the dirt by optimizing for the common moron.
It's possible and I think the incumbent giants will miss it whenever it happens (5-10-50 years out).