Your reaction to the datafication of life should not be to retreat to a log cabin—the woods, too, are full of sensors—but to aggressively seek control of the data that matters to you. It’s good to have recommenders that find what you want and bring it to you; you’d feel lost without them. But they should bring you what you want, not what someone else wants you to have. Control of data and ownership of the models learned from it is what many of the twenty-first century’s battles will be about—between governments, corporations, unions, and individuals.
