Decision-maker independence is at a critical point.
As we become more connected globally, with easier access to more powerful technologies, we are deluged with new information and not enough tools or time to absorb it. The Internet alone is a big gulp.
We have responded by gradually letting others make more of our decisions for us, often in the form of 'packaged bundles.'
When we choose product brands, political parties, social groups, and even regions or neighborhoods to live in, we are actually accepting and endorsing others' recommendations. We rely on popular decisions to be better than our own. But how do we choose who to believe?
For simple consumer media choices, filtering software sifts through the options for us. These systems:
"...try to predict whether a customer will like a movie, book or piece of music by comparing his or her past preferences to those of other people with similar tastes. Such systems will look at, say, the last 10 books, movies or songs a customer has rated highly and try to extrapolate an 11th.