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Not too many years ago, the idea of someone using big data to learn our behavior patterns might have conjured up an uneasy vision of a George Orwell-inspired world, with mainframe computers spitting out information about our every move. But today’s reality is that most of us appreciate it when travel search engine Kayak.com recommends where to go on vacation or Netflix suggests what to watch on TV. In fact, we expect businesses we frequent to know our likes and dislikes.

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