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The idea that we just need to make sure that platform giants share data with a number of smaller 'virtual assistants' that will become 'neutral' agents in the medium term by competing with each other in matching our needs and desires with products and services, is totally flawed.
All the smaller intermediaries I sometimes interact with, from travel booking sites to shops, would have absolutely enough data to truly act in my best interest. They never do so yet always try to optimize their business goals at every level. Better data wouldn't change anything.
Product/price comparison engines are among the worst, closely followed by booking dot com.
