Ever get the slightly unnerving feeling that sometimes the technology you use knows you better than you know yourself? It sounds strange, but how many times have you opened a web browser to buy something very specific from, let’s say, Amazon.com, only to reach the virtual checkout with two or three extra items that the website has suggested you might like? Alternatively, how often have you settled down to watch your favorite program on Netflix, only to be side-tracked into watching something completely different that the content....

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