Borderware. Software involving the Skin, especially the core Graphical User Interfaces.

The plastic hut of the bus stop is acned with epoxy-stuck RFID tags, that would, were Max plugged-in, appear to him as anything from glowing, animated graffitti to full movies projected in three dimensions.  Even the faceless shells jostling around him project their little personal networks onto the Skin.  As it is, Max is lind to all this, and without the panoply of a Bordeware GUI orbiting him, Max is good as invisible to the Crowd.