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Because to a company using ML to impart control over your behavior, you are a $. They want to extract value from you, just like every other company, government, etc... If they become really, really good at this, you are going to have a low standard of living (because you are being mined for value), and make noncoherent decisions constantly (you will no longer be rational, nor have a functional personality).

To some degree, this has already been happening for decades, since psychologists began formalising advertising into a science. Look at the increasing percentage of lower class families and how diminished their average value is. This isn't caused by time localized events, like a 5 year recession or a housing market bubble. This is the result of extremely fine-tuned and effective advertising, that has caused cultural shifts towards greater and more irrational consumerism.

ML allows the advertisers to be much much more effective; they no longer even have to manually understand their market to manipulate it. Again, look at the growing disparity between the richest 1% and the rest of the schmucks. That 1% is soaking up the profits of extremely effective advertising, which the rest of us are paying for.




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