The advent of the Internet has been rightfully hailed as the beginning of an era of virtually unlimited communication revealing ever clearer manifestation of the human potential. However, the impact of the new interactive tools on the perception of social reality requires a close study. The author draws attention to the instrumental nature of the Web 2.0 and to the ambiguity of its use. He suggests that such characteristic features of the “digital crowd’ as suggestibility, irritability and impulsiveness, may be one of unintended consequences of automated communication.