And so, with the launch of Claritas, the liberating politics of recognition would attain its commercial correlative. Born of a wish for greater empathy and greater understanding of people from all backgrounds, the new system industrialized the project of finding out as much as possible about each and every one of us, not out of regard for anyone’s dignity, but so as to know precisely what would catch our attention and make us want things we never knew we wanted.

Tim Wu, The Attention Merchants, loc. 612