The (Smart) Customer as a God

Customers will send “intentcasts” out to the marketplace, revealing only what’s required to attract offers.

Our friend Doc Searls carried the flag this weekend in a major piece he wrote for the WSJ. We loved this passage:

“Big business continues to believe that a free market is one in which customers get to choose their captors. Choosing among AT&T, Sprint, T-Mobile and Verizon for your new smartphone is like choosing where you’d like to live under house arrest. It’s why marketers still talk about customers as “targets” they can “acquire,” “control,” “manage” and “lock in,” as if they were cattle. And it’s why big business thinks that the best way to get personal with customers on the Internet is with “big data,” gathered by placing tracking files in people’s browsers and smartphone apps without their knowledge—so they can be stalked wherever they go, with their “experiences” on commercial websites “personalized” for them.

It is not yet clear to the perpetrators of this practice that it is actually insane. Think about it. Nobody from a store on Main Street would follow you around with a hand in your pocket and tell you ‘I’m only doing this so I can give you a better shopping experience. But that is exactly what happens online (as The Wall Street Journal has shown at length in its investigative series ‘What They Know‘).”

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