I am a theoretical physicist and an assistant professor of physics at SUNY Polytechnic Institute, a public school of engineering in central Ney York. The internet fascinates me because it is a ``place" where complex, hard ``technicalities" like AI and extremely sophisticated search algorithms meet human behavior at all scales from the personal to global politics. And, what is most remarkable, you can actually document all the interactions; at least in principle. In a sense, it is a toy model of the intersection between physics and psychology, only that this intersection is mostly unknown and hidden to scientists at present while the system ``internet + society" is evolving in front of our eyes, as we speak.