The scene from Minority Report where Tom Cruise walks through the adverts but with somebody else’s retina scan has become iconic. Advertisers argue that they are only giving us those things in which we are interested hence Facebook knows what you like but Google knows what you want whereas Amazon knows what everybody like you had. We have to take stock of what we are bringing into the living room when smart TV’s arrive complete with apps and channels controlled by app providers not independent broadcasters. Take this a step further and consider the Minority Report for the range of digitally excluded groups, not just those with skills and access issues; when the internet speaks to them personally when they struggle with personalized health care for instance how will their decision making be influenced?

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Two keen bargain hunters go out to get some good deals. Shopper A decides to only look in John Lewis.  Shopper B is less particular: he'll look in Lewis', of course – also anywhere else he might get some better deals.  When they get home their partners want to know how well they've done.  Of course they assume Shopper B must have done better – since he looked at the best deals in Lewis' and everywhere else, wheras Shopper A only looked in Lewis'.  Surely the result is a foregone conclusion...

Yet strangely enough when they look at the actual goods bought there doesn't seem to be a great deal of difference in the deals each has got – in fact if anything it is Shopper…