The story is set in the near future, when the old fashioned styles of body modification have become passe. The newest fad, "MEK" (short for Massive Enhancement Culture), involves adding cybernetic implants, such as cell phones implanted directly into the skull.
In a futuristic setting, where old-fashioned body modifications are no longer popular, the latest craze is "MEK," which entails implanting cybernetic devices like cell phones directly into the skull.