So, it turns out that choices are not being made on the base of careful thought. It’s more like consciousness provides alibi’s for choices that are made way beneath the liminal treshold. The brains is it’s own black box. Cognitive neuroscience is experimenting away free will. This notion seems to be on its way to become  part of an operational technology.
At the last UnlikeUs conference,  Bernard Stiegler elaborated on the notion of market driven neuropower – the conceptual descendant and re-booted version of Foucaults biopower. Combine the developments in cognitive neuroscience with the advancements in the algorithmical modelling of consuming behaviour that Amazon, Facebook and Google live of. Extrapolate their current rate of achievement, and in the proximate future looms a fascinating set of probabilities.

I took it like this: those in the know will not only just philosophically explain away the idea of a free-willing individual as an outdated romantic folly. They would  actually be able to develop the technology to program consuming behaviour. If you’d  still be a host to the tired meme of the individual, your purchases would feel as the result of your own agency.  But this is actually only the effect of your semantic capabilites legitimizing your behaviour. Those that have ridden themselves of this meme will have the sensation that the web knows what they need,  even if they didn’t yet know this themselves.