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By the 1980's and 1990's, Moore's Law had emerged as the underlying assumption that governed almost everything in the Valley, from technology to business, education, and even culture. The "law" said the number of transistors would double every couple of years. It dictated that nothing stays the same for more than a moment; no technology is safe from its successor; costs fall and computing power increases not at a constant rate but exponentially: If you're not running on what became known as " Internet time," you're falling behind.

JM
John Markoff

What the Dormouse Said: How the Sixties Counterculture Shaped the Personal Computer Industry

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And yet Rebecca felt that it was hard to tell whether the secret algorithms of Big Data did not so much reveal you to yourself as they tried to dictate to you what you were to be. To accept that the machines knew you better than you knew yourself involved a kind of silent assent: you liked the things Big Data told you you were likely to like, and you loved the people it said you were likely to love. To believe entirely in the data entailed a slight diminishment of the self, small but crucial and, perhaps, irreversible.