Of critical importance to our story is the scientists' observation that the most challenging sources of friction here are social, not technical. Friction arises when users intentionally fail to provide information for no other reason than that they choose not to. "Unfortunately, user profile information is not always available," the scientists warn. Users do not always "voluntarily" provide information, or "the user profile may be incomplete… and hence not comprehensive, because of privacy considerations, etc."

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 248