This. Everyone is going to be assigned a place in one of several (and often secret) digital caste systems and you'll have to spend more and more of your time an

This. Everyone is going to be assigned a place in one of several (and often secret) digital caste systems and you'll have to spend more and more of your time and money crafting and maintaining your "brand" to avoid being penalized and/or ostracized. Even as children everything from test scores and social interactions will be applied to your permanent record and mined for data. Before your kid's are even out of primary school Google will be able to predict how smart they are or have them flagged as anti-social.