“Every time we go online to enjoy the services of these algorithms, we have no option but to cut a Faustian deal with their owners. To use the personalized services that algorithms provide, we must submit to a business model based on the harvesting of our data, the tracking of our activity, the invisible curating of our content.

Once we have submitted to this, the algorithm goes into the business of selling things to us while selling our attention to others. At that point, something more profound kicks in, which gives the algorithm's owners immense power to predict our behaviours, to guide our preferences, to influence our decisions, to change our minds, to thereby reduce us to their unpaid servants whose job is to provide our information, our attention, our identity, and above all, the patterns of behaviour that train their algorithms.”