I agree with Bogost that profiling based on our behaviour is not new at all. Marketeers already do so for years with all data-mining on different datasets. With the new forms as Google and Facebook makes it clear and create an awareness that can lead to a kind of Privacy Nihilism.
It is interesting to combine with the article by Mark Wilson on the influence of algorithms on our behaviour. Are those algos adapting services to our behaviour, or is our behaviour even shaped by the algorithms without -consciously- knowing?
At what point does Google’s power of suggestion grow so strong that it’s not about how well its services anticipate what we want, but how much we’ve internalized their recommendations — and think of them as our own?
I think he definitely has a point. We are more and more living together with the intelligent technology as partners. That is what the post-human era will bring; intelligent non-human objects that will become part of our lives.
We have already assistants for doctors that provide a second opinion during the consult or practice, not only after. The algorithms will not only for making our lives more efficient, but also can make us more creative by pointing us at options or angles we did not think about.
So indeed the privacy war might be over, but that is not the battle to focus on. We need to shape our future living together with these ‘things species’ in a way we benefit without being played.