I find it a rather convincing idea that human motivations are embodied in a sense that would take a lot of effort and no discernible purpose to replicate in an

I find it a rather convincing idea that human motivations are embodied in a sense that would take a lot of effort and no discernible purpose to replicate in an artificial system. I think more interesting is what Hawkins dismisses as "short term implications": who will control the intelligence enhancing software that we will see within our lifetimes and for what purpose? One example: what's up with these marketing+tech giants and what is their end-game? How accurately will we be able model desires/fears/motivations and how well can those with access to those models guide a person's beliefs and desires?