I think the most interesting and most frightening aspect is, while, yes, as you suggest, we do have some level of control, as an adaptive species, the thresholds to which we respond by controlling or even evaluating our actions, our habits, our beliefs, etc., become acclimatized to the degree that we no longer notice and therefore no longer control. And I would venture to suggest that there is a willful and purposeful effort underway to capitalize on this aspect of human behaviour. My point is, our humanism, our humanity, is not always compatible with our capitalism, and increasingly capitalism, aided powerfully by technology that distracts and conditions, is winning the game.