The Guardian’s Alex Hern writes about the latest Internet behavior experimentation drama– this one OKCupid. Well, it turns out they, too, experiment on users. The rating you see is often accurate, and sometimes a lie. Just to see what happens. I particularly enjoyed the rhetorical response from OKCupid itself (another example of value hierarchy, for the rhetoricians amongst you) according to co-founder Christian Rudder:
“if you use the internet, you’re the subject of hundreds of experiments at any given time, on every site. That’s how websites work.”
Yes, indeed. The Internet gives us value, and tests us. It maximizes derived value for data owners– and if that means feeding us false information to build more valuable, more accurate behavioral models, well that’s a trade that companies will happily make, so long as we keep visiting. How would we feel if Safeway or Whole Foods did this? Just imagine- what if they sold us ground beef, but it actually contained horse meat. I wonder how that would go down.
The trick with mediocracy, critically, is that it is a one-way path. It was easy to have drones that do surveillance, and argue that they will never, ever be armed. Yet decades later, drones have weapons. The thresholds are crossed, with some flapping of wings, but those squawks die down and the new becomes the new normal. So the Internet involves experimentation. It will not tend towards greater honesty and greater transparency- not automatically, and not by nature of the economic logic of corporations– that I can promise you.