Lev Vygotsky

There is a calculus, it turns out, for mastering our subconscious urges. For companies like Target, the exhaustive rendering of our conscious and unconscious patterns into data sets and algorithms has revolutionized what they know about us and, therefore, how precisely they can sell.

It must be admitted that science has its castes. The man whose chief apparatus is the differential equation looks down upon one who uses a galvanometer, and he in turn upon those who putter about with sticky and smelly things in test tubes.