Manipulate is a big word... If you're on Netflix, obviously you'll want at least some of the suggested content to be relevant to you. If you love basketball, o

Manipulate is a big word... If you're on Netflix, obviously you'll want at least some of the suggested content to be relevant to you. If you love basketball, of course you'd want to be reminded of The Last Dance documentary. The same goes for any other decision in the marketplace, you want relevant products to be presented to you. And that requires information about you. Of course there's a limit to this. I'd always want at least some content to be atypical, to let me get exposure to things outside my bubble. But it doesn't change the notion that I mostly want content relevant to me. Now if you ask me: do you want to see ads? I'd say no, most of the time. Because I don't enjoy being distracted by people trying to sell me things when I'm doing something else, e.g. checking my friends' summer pictures. But if you're showing me ads anyway, making them more relevant is a net benefit than to be spammed with garbage. And if that runs much of the web otherwise for free, that's great, too.