From the book  "Time Wars: The Primary Conflict in Human History" by Jeremy Rifkin:

"A battle is now brewing over our present conception of time. Its outcome will help determine the future of our society in the coming century. On one side are the power-time advocates, who would have us enter a hyperefficient computerized world where time is taken beyond human conception and recorded in nanoseconds (billionths of a second)-an artificial time world where past, present, and future blur together to create a simulated paradise divorced from the organic and seasonal time orientation of the planet. On the other side stand the time rebels, who question society's capitulation to the nanosecond time frame. They argue instead for an ecological time orientation that would resynchronize our social and economic activities to the biological and physical rhythms of the natural world.