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Inside servers, there is a little voodoo doll, and it is a model of you. It starts by not looking much like you. It's sort of a generic model of a human. But then they're collecting your click trails [everything you click on, everything you search for, and every little detail of your life online]. They're reassembling all that metadata you don't really think is meaningful, so that doll looks more and more like you.... Then when you show up on YouTube, they're waking up that doll, and they're testing out hundreds of thousands of videos against this doll, seeing what makes its arm twitch and move, so they know what's effective, and then they serve that to you.
"
—
Johann Hari, Stolen Focus: Why You Can't Pay Attention
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