Social engineering attacks are on the rise. And does the very shape of the internet influence why we continue to fall for cybercriminals' tricks? How does UX/UI design, including online advertising, affect our distraction? How does our habituation to the simplicity and patterns created by web/app designers make it difficult (impossible?) for us to effectively combat the traps set for us online? How have overlooked and unattended side effects become attack vectors? And what are the implications for our data, our wallets and our democracy? Not being only pessimistic, lets discuss together what can companies shaping the internet do to make user experience not only better but also safer?