Yuval Noah Harari. 21 lessons for the 21st century (№ 377732)

But even if you hide your sexual orientation from yourself and friends, you will not be able to hide it from Amazon, Alibaba or the secret police. While you surf the Internet, watch YouTube or flipping through social networks, the algorithm will closely follow you to learn you and to tell Coca-Cola that if she wants to sell you your drinks, it is better to use advertising with half-naked guy and not the Topless girl. You yourself do not even know. But they will know, and the value of such information will amount to billions.
Even if you do, and even if you keep hiding from yourself and your are high school classmates, you won't be able to hide from Amazon, Alibaba or the secret police. As you surf the Web, watch YouTube or read your social media feed, the algorithms will discreetly monitor you, analyse you and tell Coca-Cola that if it wants to sell you some fizzy drink, it had better use the advertisement with the shirtless guy rather than the girl shirtless. You won't even know. But they will know, and such information will be worth billions