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I'm curious what "losing control" means here. Do you mean they don't feel they have the willpower to resist these hyper-personalized ads? Or do they feel the ads will become so obnoxious and attention-getting (because of the personal nature) that it will interfere with their daily thought patterns?

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"they don't feel they have the willpower to resist these hyper-personalized ads"

Although it's not necessarily a discussion of their own willpower but rather whether the masses will lose portions of the power to think for themselves. Not always the same or hyperspecific portions, but we're slowly giving away more and more of our decisions to advertisements.

/Disclaimer: not sure whether I paraphrased this correctly./

I don't believe ads are the only culprit. Daily, and increasingly, we give away our decision making to a myriad of sources. Blogs. Fox News. @aplusk (Ashton Kutcher). Apple product keynotes.

Hopefully we can also use the same technology to liberate ourselves from the magnetic attraction of ads and the media and do something positive. I'd look to recent events (Arab Spring, #OWS) as a possible glimmer of hope there.

At least we can give away our decision making to a myriad of sources, instead of picking between three television channels and the town crier.

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