Valid points, but they won't stop the average less self-analytical person from trusting Big Data, just as many are susceptible to altering their behavior becaus

Valid points, but they won't stop the average less self-analytical person from trusting Big Data, just as many are susceptible to altering their behavior because of some "study" they read about in the paper. Due to our (the masses) inability to follow the gnothi seauton aphorism, we are more likely to allow someone or something to make choices for us. See concluding paragraph of the essay.