Amazon - The Loop: How Technology Is Creating a World Without Choices and How to Fight Back

Our unconscious tendencies are the control surfaces by which technology will shape our lives.

The innermost loop is human behavior as we inherited it, the natural tendencies and autopilot functions that evolution gave us.

The second loop is the way that modern forces—consumer technology, capitalism, marketing, politics—have sampled the innermost loop of behavior and reflected those patterns back at us, resulting in everything from our addiction to cigarettes and gambling to systemic racism in real estate and machine learning.