How much choice should you have?

Like most people I can’t get through an hour without using Google. They are taking a lot of flak at the moment over privacy concerns, as are Apple, Facebook and other big IT companies. There are two sides to this though.

On one side, you need to know what is being done and want the option to opt out of personal information sharing, tracing and other big brothery types of things.

On the other, and we keep forgetting this, most people have no idea what they want. Ford noted that if you asked the customer what they wanted, they would say a faster horse. Sony’s Akio Morita observed that there was little point in doing customer surveys because customers have no idea what is possible. He went ahead and made the Walkman, knowing that people would buy it, even though no-one had asked for it. Great visions often live far ahead of customer desires. Sometimes it is best just to do it and then ask.

I think to a large extent, these big IT companies are in that same boat.

If your collective IT knows what you do all day (and by that I mean all your gadgets, and all the apps and web services and cloud stuff you use), and it knows a hell of a lot, then it is possible to make your life a lot easier by providing you with a very talented and benign almost telepathic personal assistant. Pretty much for free, at point of delivery anyway.

If we hold companies back with  too many legal barriers because of quite legitimate privacy concerns, this won’t happen properly. We will get a system with too much internal friction that fails frequently and never quite works.

But can we trust them? Apple, Google and Facebook all have far too much arrogance at the moment, so perhaps they do need to be put in their place. But they aren’t evil dictators. They don’t want to harm us at all, they just want to find new ways to help us because it’s on the back of those services that they can get even richer and more powerful. Is that good or bad?

I deleted and paused my web history on Google and keep my privacy settings tight on everything else. Maybe you do the same. But I actually can’t wait till they develop all the fantastic new services they are working on. As a technology futurologist I have a pretty good idea how it will be, I’ve been lecturing about Google’s new augmented reality headset since 3 years before Google existed. Once everyone else has taken all the risks and it’s all safely up and running, I’ll let them have it all. Trouble is, if we all do that it won’t happen.