I think we do live in a 30 second (or less) society. I was reeading last semester, a writer described it as a "3 second" society I believe because if you can't get your point across in 3 seconds or less than you've lost your listener/viewer. This was in reference specifically to the debate on whether some photographs were art or pornography. It was easy to show a picture of a nude and say it's pornography but it takes longer to explain the difference between art and pornography and it forces people to think about what art actually is and that just hurts our brains.