By Dominica Phetteplace
The two biggest applications for predictive software are killing people and selling things. Rita was quite successful at the latter. She founded a nail-polish-of-the-month club that used an online personality quiz to determine customer preferences. Bold cremes for basics, chunky glitters for the outrageous, and dark, sparkly metallics for edgy, forward-thinking geniuses like Rita. Sales skyrocketed.
She used her money to start other subscription services: whisky-of-the-month, miniskirt-of-the-month. What had started out as an online quiz morphed into something larger and more complex: a search engine that searched the customer. It had tapped into a pent-up demand. People loved acquiring material goods but they hated making decisions. Rita wasn’t just selling nail polish or whisky or miniskirts, she was selling freedom from choice.