I think type 2 has been around since Ogg sold "bright hot magic" to Urgh the thatcher. The big change is that within the last 60 years or so, we have developed

I think type 2 has been around since Ogg sold "bright hot magic" to Urgh the thatcher. The big change is that within the last 60 years or so, we have developed very accurate scientific models of human cognition and behavior, and those models are being used to shape advertising to have measurable effects on how humans perceive the world. It's like we've developed Persuasion, the Force skill from Starwars, and now we are using it to control peoples' buying habits, and doing so in ways that are actively harmful.