Arguably, a ‘technopower spiral’ has brought about control by a technical elite. This spiral is the result of the vast, and ever increasing, amount of information available on the Web, which has led to the invention of advanced tools to enable users to find what they are seeking and manage the flow of information. It has become increasingly difficult for ordinary users to operate according to their own values, as they are dependent on the tools created and controlled by the technical elite. These tools are constructed according to the beliefs and values of the elite and in the language it has developed.