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      "text": "Ironically, these effects, though intended to make us feel uniquely appreciated and cared-for, nevertheless, are mass-produced via a cycle of individualized data capture and a dynamic refinement of how respective systems represent each individual.",
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      "text": "Launched in 1996 as a DVD-by-mail service, Netflix began employing a personalization strategy early on. In 2000, its first recommendation system called Cinematch prompted users to rate movies with a five star rating system.",
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      "text": "Over time, leveraging advances in machine learning and findings from Netflix Prize competitions, Netflix shifted to passive data collection practices, gathering behavioral data in the course of normal user-site interaction.",
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      "text": "In the words of Henry Ford, 'You can have any color car you want so long as it's black' (Alizon et al. 2008). If users a and b both rate movies x and y similarly, and user a also likes movie z, then Cinematch would recommend movie z to user b.",
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