Salon has this great article on how Netflix is closely monitoring user behavior to determine how their site (and business decisions) grow and change. Basically, you're a "puppet" to Netflix the same way you're a "puppet" to Google - just by using their sites you are providing them with a wealth of data to learn about your behaviors. It's staggering to think about notions such as these:

Netflix doesn't just know that you are more likely to be watching a thriller on Saturday night than on Monday afternoon, but it also knows what you are more likely to be watching on your tablet as compared to your phone or laptop; or what people in a particular ZIP code like to watch on their tablets on a Sunday afternoon. Netflix even tracks how many people start tuning out when the credits start to roll.

However, it's also not scary. Why is that? Is that because I work in the world of technology and understand that it's part of the deal of Existing Online? I think puppet is a bit harsh of a word to use. Everyone benefits from the data mining. We are being used as much as they are... right?

Where are the conspiracy theories that go along with this? Surely there is a contingent of people losing their minds over all their clicks being tracked. I'm surprisingly comfortable with it.

via Adam.