Google shows how to theoretically control user's behavior based on their data

Two years ago, Google made an internal video that didn't stay internal for long. Recently acquired by The Verge, it tells the speculative story of how the technology giant might develop a universal model of human behavior by collecting as much data from people as possible. The video, titled "The Selfish Ledger," is a thought experiment that shows how a major institution like Google could make use of the complex data profile built up by each person as they buy, browse, and communicate online. Then in true form to tech monoliths' disregard for data privacy, the video suggests the following: What if the ledger could be given a volition or purpose, rather than simply acting as a historical reference? What if we focused on creating a richer ledger by introducing more sources of information? What if we thought of ourselves not as the owners of this information, but as custodians?