But magic comes in two shades: black and white (which if the last posts are anything to go by seems to be a minor obsession at the moment).
The black stuff indicates some dark intention; the white stuff a benevolent effect.
New tech goes the same way. Phorm looks black. Genius looks white. But, in essence, they both do the same thing: use our data to sell more effectively.
And there's going to be a load more black technologies as the web breaks out and evolves into an Internet of Things.
Throw into the mix that data capture will get a whole lot smarter not only because of new ways of getting it (through GPS, RFID, accelerometers and the like [SPIME devices]) but because our increasing desire for personalisation means absolute transparency (that's Kelly), and you have some really quite creepy tech around the corner.
Stuff that knows about YOU. Where YOU are. What YOU like. Maybe even why YOU like it - and tense changes of all those. It's gonna get freaky.
The challenge is to tweak and present these technologies from having a perceived dark purpose (I don't really think Phorm does) to being understood as benevolent. We need to fuzz them up.