**Private attention**: revealed preferences, focus. Google Search, any form of direct response. Sticky stuff. Things you can have an opinion on because you've had to confront them and take some form of action, even if that action is simply focused thought. **Public attention:** ethereal stuff, things you've heard of, because everyone has heard of them. Things in the air. In the feed.Y You know who Tom Brady is, you know what the Super Bowl is, but you don't know what QBR is. You know Taylor Swift, and know who her boyfriend is, but can't sing any of her songs. You know who Trump and Biden are, and you have a sense of their traits the way you have a sense of celebrity traits. You can ID the name of the Governor of your state, but is he the Senator? &c &c.