A lot of people don't necessarily understand how these technological systems work, and so they can seem almost like magic. It's pretty clear from the history of the advertising industry that the one thing that the advertising industry is really, really good at is convincing people that they're very persuasive. At the same time, i think that we have a very foreclosed imagination right now about what we can expect of firms,. We're in the tail end of a forty year long experiment of not enforcing anti trust law. And without the possibility of talking about market concentration, we all believe the same wrong thing when we use the same search engine.

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