[ndriscoll]

They're imagining a benevolent system that will match them to the personal best deals for them despite all evidence that megacorporations are not in fact benevolent, and will in fact use that knowledge to find the worst possible (i.e. most profitable) deals that they'll still accept, or abuse their psychology to get them to buy things they shouldn't, etc.

They think the system is thinking "ohh! I bet X will like this pair of shoes! And this is a great deal on them!" when in fact a more accurate model is "Who is willing to pay the most to put a message in front of someone with the following detailed list of characteristics?" and then people bid for the right to manipulate you, so even if 2 companies are trying to sell you the exact same thing that you do want, the one that thinks they can extract more from you will pay more and win the spot.