“Personalization is based on a bargain. In exchange for the service of filtering, you hand large companies an enormous amount of data about your daily life--much of which you might not trust your friends with.”

“Brain researchers estimate that your unconscious data base outweighs the conscious on an order exceeding ten million to one. This data base is the source of you hidden, natural genius. In other words, a part of you is much smarter than you are.”

“Trust is such a devious term. When you trust someone, are you not merely assuming that they are what they say that they are? If you place so much in the trust that you have for that one person, then you should place the same amount of trust in assuming that they are not what they appear to be. If there is a wall in front of you that does not allow you to do that, then you must place all of your trust in the fact that your trust is misplaced.”

“1973 Fair Information Practices:- You should know who has your personal data, what data they have, and how it is used.- You should be able to prevent information collected about you for one purpose from being used for others.- You should be able to correct inaccurate information about you.- Your data should be secure...while it's illegal to use Brad Pitt's image to sell a watch without his permission, Facebook is free to use your name to sell one to your friends.”

“The company wants to sell you more shampoo, your friend doesn't, so she gets more trust points.”

“You might find it alarming to think that your doctor will not actually need to see you in person but might make a diagnosis based on the position of the stars, the colour and smell of your urine, and the taste of your blood.”