330 Personal Content Experience: Managing Digital Life in the Mobile Age Figure 8-1. A zoomable UI concept focusing on people and content. in well-defi ned formats and is controlled by global standards and metadata creation tools, that can make consistency checks and rely on strict universal ontologies; or the bottom-up approach becomes domi- nant, where metadata is created by individuals, in non-standard formats, no ontologies are in use, and the error rate is high. In Chapter 4 we claimed that as far as consumers are concerned, manual metadata equals to non-existing metadata in many cases. Therefore, the metadata creation is deeply connected to the level of its automation. It is safe to expect that automatic metadata entry will increase rapidly – provided that the whole personal content ecosystem develops to a mature enough state – and will form the base of all exist- ing metadata. This trend is clear as of writing. The inclusion of auto- matic metadata beyond mere date and time is increasing as we speak,