Here's some scary stuff: Google wants 100% of your data. And, while they're at it, they'd like to show you what they believe you're looking for using a complicated algorithm.
Or maybe not:
Ceding control of what we're seeing to a set of mathematical operations seems unwise. While we can control this to some degree using available filters, what if I want to see something unfiltered? What if I'm looking for something completely different from my own opinions, thoughts, beliefs, etc?
Also, they'd like to build an Artificial Intelligence. This makes me nervous, as I've read far too much science fiction to think that this is a good idea. Well, except for Isaac Asimov's Three Laws of Robotics.
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