We already have our phones, but other wearables, and those technologies are going to want to know when you're deciding things and then offer some kind of input subtle or less so on that moment.

I think you spend 50 percent of your mental energy trying to defeat ad systems.

Let's say you're someone's phone, and you notice that your owner is drinking coffee at certain times of the day, just very subtly indicating where the local coffee shop is which happens to have paid, you know, whoever makes your phone at the right moment. I think we're in a future where frankly we are possibly facing little tiny bits of manipulation in all of our waking hours, if we don't have that already.

In fact, the big steps forward for advertising, especially after World War I were when government just began employing the tools of advertising for its own purposes to get people to join the army and other things.

All business models have something challenging about them, but the problem with the attention merchant business model they have is they need to keep increasing the amount of ads they deliver to people and therefore make their product worse.

There's always going to be merchants who need to get their message out, but things have gone way too far.

Google has you at a very specific mental state that is, looking for something. And what they've always been able to say is, we deliver your message at the exact time someone is, say, looking for fishing hooks or looking for marriage counseling or looking for a lawyer for a particular problem. And here we have our customers telling you what is in their heart and soul. It's something that, you know, advertisers have wanted for decades.