I read that book a few months ago and agree 100%. I would also add that not only is the predictive technology a way to guide and shape your life using nudges, b

I read that book a few months ago and agree 100%. I would also add that not only is the predictive technology a way to guide and shape your life using nudges, but it also is sort of required by the logic of capitalist society. These kinds of technologies are used to accelerate consumerism, which accelerates further both production, environmental degradation, degrades working conditions, and (most importantly) further concentrates wealth in the hands of the capitalists. In capitalist society, if growth stalls, it leads to riots. The only way a capitalist society can present a face where some of the population feels like they are being taken care of is when the amount of wealth is increasing generally enough that the inequality isn't as sharply felt. Advertising, credit, and other behavioral nudges are accelerants of growth. Of course, when things break down enough, Alexa will also be able to act as an arm of the state for gathering intelligence. I look forward with horror to the day when it is installed by default into housing.