Such intimacy underscores something fundamental going on. Consumers have been tracked, measured and prodded into action since the 1950s–psychology was, as any viewer of Mad Men recognizes, the very core of the modern advertising industry, with symbolism, doublespeak and anxiety deployed for the first time as commercial weapons. Now the proliferation of connected devices–smartphones, wearables, thermostats, autos–combined with powerful and integrated software spells a golden age of behavioral science. Data will no longer reflect who we are–it will help determine it.