What 'Shadow Profile' data-hoarding means:
See the Orbitz / Staples example here:
Undoubtedly Facebook & Google are lining up to be middle-men for everything we do - or buy. But instead of transparency or looking for deals, more and more of us will be faced with custom tailor made pricing that's uniquely setup for us (even unique to everyone in our household, thanks to device canvas browser fingerprinting). That's the personal economic damage!
The behavioral influencing that will then take place off the back of that, is just too scary to contemplate. I guess we got a taster of that in the last US election! Overall, think pay to play... Whoever is paying Facebook & Google gets to weaponize the narrative as they see fit, and influence the world whatever way they choose!