The Internet Adores This Second-person Voice. There It Is, At Every Cyber–street Corner: Recommended

The Internet adores this second-person voice. There it is, at every cyber–street corner: Recommended for You, Suggestions for You, Here Is Something You Might Like. Behind each of these You’s, an algorithm sits at an easel, squinting, trying to catch Your likeness. But these algorithms are true Renaissance practitioners. Not only portraitists, they’re also psychologists, data-crunchers, and private detectives, extrapolating personality from the evidence of our past actions: from our online histories and, increasingly, from what they can eavesdrop, without any meaningful warrant, in the physical world. From all those toothsome bytes of behavior, they create an image of You.

Laurence Scott, "Hell is Ourselves"