Like casinos, large corporate entities have studied the numbers and the ways in which people respond to them. These are not con tricks - they're not even necessarily against our direct interests, although sometimes they can be - but they are hacks for the human mind, ways of manipulating us into particular decisions we otherwise might not make. They are also, in a way, deliberate underminings of the core principle of the free market, which derives its legitimacy from the idea that informed self-interest on aggregate sets appropriate prices for items. The key word is 'informed'; the point of behavioural economics - or rather, of its somewhat buccaneering corporate applications - is to skew our perception of the purchase to the advantage of the company. The overall consequence of that is to tilt the construction of our society away from what it should be if we were making the rational decisions classical economics imagines we would, and towards something else.

Another important consequence in the arrival of digital technology and its facilitation of feedback is that we can look at large systems and recognize them once more not only as part of ourselves, but also as components that can change...
Now, though, we live in a world where text is fluid, where is responds to our instructions. Writing something down records it, but does not make it true or permanent. So why should we put up with a system we don't like simply because it's been written somewhere?

This, not incidentally, is another perfect setting for deindividuation: on one side, the functionary behind a wall of security glass following a script laid out with the intention that it should be applied no matter what the specific human story may be, told to remain emotionally disinvested as far as possible so as to avoid preferential treatment of one person over another - and needing to follow that advice to avoid being swamped by empathy for fellow human beings in distress. The functionary becomes a mixture of Zimbardo's prison guards and the experimenter himself, under siege from without while at the same time following an inflexible rubric set down by those higher up the hierarchical chain, people whose job description makes them responsible, but who in turn see themselves as serving the general public as a non-specific entity and believe or have been told that only strict adherence to a system can produce impartial fairness. Fairness is supposed to be vested in the code: no human can or should make the system fairer by exercising judgement. In other words, the whole thing creates a collective responsibility culminating in a blameless loop. Everyone assumes that it's not their place to take direct personal responsibility for what happens; that level of vested individual power is part of the previous almost feudal version of responsibility. The deindividuation is actually to a certain extent the desired outcome, though its negative consequences are not.

The Internet has the capacity to extend to us genuine choice, and that is not without risk. Real power does entail real responsibility.

History shows that where ethics and economics come in conflict, victory is always with economics. Vested interests have never been known to have willingly divested themselves unless there was sufficient force to compel them.

Capitalism creates the prison of want... and the prison of need.. and satisfies neither.