"The idea of the transparent human fully articulate in its likes and dislikes is a market-driven concept of an ideal consumer friction in the production, distribution, and consumption of artifacts. If Freud says you can never know yourself, perhaps Amazon "people like you also bought x" before tweaking the algorithm in response to unexpected responses from people like you. Human-centered means "market-centered" in an age in which the market is not just for visible products but all interconnected calculations"
p. 122, Are We Human?
Beatriz Colomina & Mark Wigley