We have lived comfortably knowing little about the impact we have on others or the environment. For the last 100 years we have kept consuming aggressively, pretending that self-fulfillment and self-actualisation could easily be derived from buying things and discarding them. Ignorance has been bliss but this is changing with the internet of things. What happens when we are reminded and encouraged to engage with the things we have pretended have been invisible to us or that we have decided wilfully ignored? Well it might well be our greatest societal challenge yet: the one that requires us to change.