Mercy, that's an interesting article.
I grew up as a math guy and every occasional while I get into discussions (arguments) with the non-numbers crowd (the "gut feeling" crowd, that can't back their arguments with numbers) about data collection and analysis.

I believe that even things like emotional decisions and (heaven forbid I say this) "falling in love" could be predicted with very good accuracy if we had enough data collection.

So - Netflix is doing it with our watching habits. Cool, I say.
Sometime at the end of our era, I believe that data collection will be so thorough that we really won't be making our own decisions so much any more.
Our decisions will simply be delivered to us & we will accept that.

Sort of a depressing thought... to some.
1984... we're on our way.

(ps. Not meaning to take this thread off on a tangent - but numbers-stuff I love.)