Einstein gave a name to a phenomenon where two related particles would instantly react to each other’s actions. He called it ‘spooky action at a distance’.

This phenomenon seems to be now reflected in our online experience through the use of big data marketing. It’s both odd and annoying when you’ve been online, perhaps searching for an item you need to buy, then you go over to another site, perhaps a news site and you suddenly see the item you were just looking at. It often feels creepy, to have this invisible force following you around the internet, like some sort of cyber stalker.

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