So some big companies are using technology to improve their services – big deal. Or at least that seems to be the balance of opinion around these parts on the news that while you're reading your favourite ebook, your favourite ebook is reading you. Of course it's not strictly speaking news to those of you who follow the Electronic Frontier Foundation, or indeed the Wall Street Journal, but for those of us who don't spend our lives cogitating on the details of every End User License Agreement we sign up to, it still comes of something of a shock to realise that – sotto voce – your electronic device is keeping up running commentary on your reading habits.
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