But do the consumers really understand how these tentacles are taking data from them, and intersecting within their own cultures and lifestyles? Do they understand the implications of the instantaneity they face and the control they have or often give up for the case of this instantaneity? Do they understand how algorithms are in their lives? And more importantly can they actually join in the conversation to find out? If this is about communication, at least between a computer and a consumer, then I would be interested to see how this new paradigm, before it comes standard, can address that very issue itself — communication — in a conversation that isn’t just a one sided collection of data in return for instant satisfaction. How can we actually converse (and I don’t just mean in terms of machine learning etc., I mean in terms of being able to also have our own voices in a conversation that allows for both sides and doesn’t just consider us as data producers, needers of instant responses and for the production of new use features)? Anyway, these are just the beginning of some thoughts… thank you for your article that triggered them (and I’m sure many more thoughts to come…).