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" If your consumption of content is tailored by near limitless observations harvested about people like you, how could your universe not collapse into the partial depiction of reality that people like you also enjoy? How could empathy and respect for difference thrive in this environment? Where's the incentive to stamp out fake accounts, fake news, paid troll armies, dyspeptic bots?"

"In Skinner's studies, lab rats were subjected alternately to electric shocks and treats to achieve a change in response. On social media, he says, we experience something similar. "I believe I see that people who are subject to operant conditioning online, meaning subjected to pleasant or unpleasant experiences." Approval, disapproval or being ignored, such techniques can be manipulated online as part of what is euphemistically called "engagement" and the creation of addictive patterns for individuals and then - by proxy - eventually whole societies."

"Jaron Lanier, the author and inventor of the concept of virtual reality, warned that digital infrastructure was moving beyond human control. He said: "When you try to achieve great scale with automation and the automation exceeds the boundaries of human oversight, there is going to be failure. That goes for governments, for consumer companies, for Google, or a big insurance company. It is infuriating because it is driven by unreasonable greed. In many cases, the systems that tend to fail, fail because of an attempt to make them run automatically with a minimal amount of human oversight.""