Imagine if a group of them got together, hired a teacher and learned the classics or theoretical physicsorquantum mechanics or linguistics the old fashioned way?
Amazon knows that it will probably never be the very best site for rock-climbing information or quantum-physics discussions, but that the sites specialising in such subjects could be great places to sell books.
What Rushkoff and Malik are describing is a new experience of physics for humans, more akin to magic or at least quantum mechanics than to the classical Newtonian physics on which the modern world was based.
This does not mean that every literature major should take a watered-down physics course or that a corporate lawyer should stay abreast of quantum mechanics.