Episode 4 of The People’s Cloud asks the big question, how much data is there? It’s exponentially increasing but at what cost to global ecology? How do we sustain uninterruptable power for the material foundations of media infrastructure that is growing at such a rate without utterly crippling the carbon load of nations who host such sites? This episode is an introduction into the blunt materiality of digital media and the efforts made by companies to continue facilitating demand and driving costs down through efficiency. Save money for the shareholders. Use less energy. Save the planet.