A former Google product ethicist explains the ways that internet companies use psychology to drive your behavior, while preserving in your mind the illusion of freedom of choice. Why it is important – large media companies make money by selling your attention (time). How you structure your media consumption is important – do you use media to produce or to consume? If the latter, you are the product being sold. If the former you may regain control (but you are still being sold). Understanding how they do this may help us regain some control.