This book forever changed my view:
When Barack Obama won the election, we thought racism had greatly receded because we said that to pollsters when they called. However, Google had just made Google Trends data available — data about what we search for — and in the privacy of our computers, we were searching for terms like "n-word president" (except using the real n word).
Maybe we didn't want to be overheard by our wives. Maybe we didn't want to say it to a pollster. But we were typing it into Google search and the data scientist behind that book 👆 was seeing it.
I don't know if we were willing to say it in the pub before the Internet. The evidence seems to show we'll talk about our wild and angry conspiracies in private chat rooms where our families don't know we go.