Third, we thought we were searching Google, but Google is searching us. They had people like Shoshana Zuboff on who pointed out that surveillance capitalism works so well because most people think they can't be influenced but almost everyone is and it's incredibly effective. That's why Google and Facebook are so rich, because it works.
From all the nuances they collect, like how low you tend to let your phone battery go before charging, which indicates things like risk aversion, the machine comes to know us better than anyone.
The new voice activated assistants are providing a new bonanza of info because they can tell our mood. whether we have a cold, etc.