As the world moves closer to new cybernetic life forms (i.e. self-regulating technological entities) a fundamental question arises as to what the term "human" means. An equally important question is whether we are entering a new phase of "posthuman" lifeworld inhabited by cyborgs composed of organisms and machines. At first glance, such questions might appear to have no theoretical or practical significance. However, some recent developments in human/machine interactions suggest that this requires more than cursory attention. This paper makes a modest beginning in addressing relevant issues and examines their implications to some new ways of constructing the consumer, or more precisely the posthuman consumer. In developing our paper, we use Sony ad for Memory Stick(TM) as an illustration and perform a critical analysis of the ad.