Jesus Diaz wrote the following for Fast Company: "I don't care how efficient the company says the algorithm is -- from my personal experience, it doesn't work. A machine can never fully replace personal taste and exploration based on human interaction." He continued in the op-ed: "We're sick of algorithms telling us where to go, who to listen to, and what to watch. Your machine predicts a 98% chance that I would like to watch Frozen. In fact, I have yet to find an instance of any algorithm surprising me with a smart suggestion."

Sign up here to get the day's top stories delivered straight to your inbox. The routine is familiar now. Off from the day, lounging on a couch, ice cream at the ready, the remote or mouse clicks onto the preferred streaming site, perhaps to watch the show everyone is talking about or to be reacquainted with an old favorite. Streaming television and movie services are so deeply ingrained in the quotidian now, binge-watching is a common weekend activity and there are colloquial dating terms that invoke them -- "Netflix and chill." People log onto Netflix, Hulu, and other streaming services at all times of the day: during their commute; in the morning while getting ready; and when curling up at night.