Ahhh the quest for understanding, anticipating, modifying human behavior.  Its the DNA in everything we do and use.  Social networks are constantly data mining our thoughts and movements, our networks, our intent is constantly in question, our behavioral mapping always a desire.  As these cray super computers x 1000 in our pockets get smarter and smarter, the game of understanding humans better than they understand themselves is afoot.  That is a fun ride really.