If that seems like an astronomically large amount of water for such a small change, it's because it is.

CNN: 'Meatless Monday' too hot a potato for USDA

And Microsoft has made one simple and seemingly small change with the upcoming Internet Explorer 10 which could have very large implications for the basic business environment online.

FORBES: Is Microsoft About To Kill the Online Advertising Market?

The challenge for businesses going forward, large or small, is adapting to this change in consumer behavior or even predicting it.

FORBES: The Future Of E-Commerce For Small Businesses