On online sources such as social media, ratings websites, marketers often try and make recommendations to consumers based on their past browsing history, past stated preferences, or purchase history. For example, on Amazon, a customer is likely to receive product recommendations based on previous purchases, while on Netflix, a viewer is likely to get recommendations based on their viewing history. Marketers believe that by offering options close to a customer's preferences, they are more likely to see the recommendation accepted. Recently, this micro-targeting has received some criticism. Based on our discussions in class, the reason is: