“Our past choices in all areas can be analysed to predict future choices. Our taste in music, movies, books, news articles and clothes can be analysed – but also our sexual proclivities, political alliances and moral decisions. Those can be deduced and used to make recommendations. Everything we think we are, it seems, can be predicted, the probabilities sifted – and the chances are that what we do will fall inside the bell curve of predicted behaviour. Free will? Are you kidding?”