The large amount of behavioral data that we can collect by digital means is starting to converge with technologies for shaping the world in response. Will we notify people when their environment is being subtly transformed? Is it even ethical to use data-driven techniques to persuade and influence people this way? These questions remain unanswered as technology leads us toward this augmented world.
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The firm also sounds a note of caution about whether the search giant will ever embark on a nationwide effort: it could cost up to $11 billion to build out gigabit Internet and TV service to another 20 million homes to achieve a medium-to-large rollout to compete with other providers.