It’s really important that we understand the good, the bad and sometimes the ugly of how dark patterns or personalized targeting can influence how consumers respond, when they respond, and the extent to which they are able to benefit from competition, a lot of the assumptions have been that consumers can discipline bad behavior [of a company] by switching. But if consumers don’t switch as easily as they used to, or if consumers are being nudged in one direction or another, that’s a market reality we need to understand.
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