The high level of auto-referentiality is the biggest factor of the slowering of neoreformist politics of Western governments. In internet-age, the Luhmannian theory, which sees auto-referentiality as a point of auto-reflexivity and systemic efficency, must be reconsidered. The personalization and customerization of the product-service that - in a Net-Based Scenario of organization - can be reached through high levels of communication and integration in health care/community care, might be the socio-techno answer to auto-referentiality. The Net is not a new technological infrastructure but a new socio-techno organization. An example is the original experience of the leadership governance in Emilia- Romagna Region. A new environmental subjectivity can lead to health care services the more and more personalized. The world of internet, through Google, has given us a brillant lesson of how ideas and dreams can become real. The e- Care could be a dream of a new Welfare which becomes real.