> It's much more boring and unfashionable to think that people are a little more complex and have more agency and that companies push it because it makes them sound more sophisticated than they are.

I wonder if, when it comes to marketing at least, the opposite is true.

Facebook have x million data points on each person, but at the end of the day everyone fits into a very finite number marketing buckets based on gender, age and location. In terms of selling you a netflix series, razor, theragun or some other gadget people are predictable with just regular data, it just sounds fancier if you call it big data with a twist of AI and a quantum neural network chaser.