Your Archetypes for Sale

In today’s Sunday Times, Natasha Singer continues last week’s Mediocracy trope in E-Tailer Customization: Convenient or Creepy?  The article concentrates on the question of how we feel as the advertising we receive becomes ever more customized to just us- not our neighbors and not our friends.  My argument in chapter 1 regarding essentially infinite media customization and the loss of true democracy takes Singer’s question and pushes it to the logical conclusion: what if customization is optimized using supremely powerful Machine Learning horsepower, to the point that we simply cannot be creeped out (since we don’t know it’s there) and we simply cannot ignore its recommendations. Baby steps are underway already.


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