“And yet Rebecca felt that it was hard to tell whether the secret algorithms of Big Data did not so much reveal you to yourself as they tried to dictate to you what you were to be. To accept that the machines knew you better than you knew yourself involved a kind of silent assent: you liked the things Big Data told you you were likely to like, and you loved the people it said you were likely to love. To believe entirely in the data entailed a slight diminishment of the self, small but crucial and, perhaps, irreversible.”