Re: Frictionless my - ooh look! A kitten! You like kittens don't you?
" I see are adverts for irons or toasters"
You missed the point a little. Searching for irons and toasters on one site is not Big Data. You may only be shown irons and toasters if your browsing patterns show that you have some kind of weird fetish for them - so you visit lots of iron and toaster sites, your metadata suggests that you belong to a demographic that is particularly fond of irons and toasters, and you're on a database somewhere as belonging to the Iron and Toaster Appreciation society.