The unification of information environments, technological innovations of adverts sales, and media out-convergence all together make the consideration of new media relevance and such maxim of the e-government as tolerance burning. While perceiving media-content the viewer's "Self" becomes the metanarrative in the era of "big data" bases and is likely to leave less and less room for "Other". A new concept humediamatics as extremely individualized new media is introduced and it is separated from the information portals, shared government services (EG) by the criterion of influence on population tolerance. Characteristics of such divergence are revealed and problematized, potential mistakes of Governance pressures in Institutionalization organization are shown.