Thanks to a regular reader for linking to this article in Scientific American. Were I to stop writing this blog today, this would not be a bad final note to leave because it very succinctly describes how the pursuit of targeted advertising (i.e. the brass ring of Web 2.0) has fostered a design that creates an illusion of choice. While the Web industry promotes messages of populism, individual opportunity, and innovation, the truth is the money is all predicated on organizing the market (that’s us) into a limited number of paths based on data mining our profiles. Anyone who buys into the notion that the Web is all about elevating the rights of the many over the power of the privileged few should consider what this article implies and perhaps question why it is the Web seems to foster at least temporary monopolies in any given category.