"Everything is subject to being organised or distilled or analysed, assessed and presented by Google’s algorithms. It became the operating system of the web, then of our mobile devices; now it would like to be the operating system of your eyeglasses and your automobile. It has a prediction it wants to fulfil: that data will flow through everything, your re frigerator, your clothing, every aspect of human interaction. And if everything’s quantifiable and traceable, Google wants to be the company that monetises that. It’s an immodest vision – but nobody every accused Google of modesty."