We are currently witnessing an epochal change in museum consumption and yet do not appear to have grasped the true extent of the consequences for consumers: multiplication and concentration of access, the transformation of museums into brand names, the absolute dominance of the container over content and a vertical drop in comprehension. In these conditions it is increasingly difficult for objects preserved in museums to play any cultural role. Digital technologies can be fundamental in correcting this state of affairs, but they continue to suffer from the distorted approach both of technological researchers and museum curators. It is extremely important to address this issue, however, because it has to do with how technological innovation and its repercussions are (not) being promoted in such a strategic sector for Italy as cultural heritage.