Do you prefer exploit and manipulation or loyalty and benefit via @nireyal

Source The Morality of Manipulation

Nir  ( @nireyal ) writes a great blog and this one on The Morality of Manipulation so inline with much that I write about. We like to soften the reality of what is going on by using words that are a little less in your face than what we are doing. The idea behind My Digital Footprint is that through your data I can add value to you. However, in reality this means that I need to Game you to get your data then will exploit everything I know so that you spend more of your hard earned income on something that I direct you to and in so doing create value……well that is one model anyway

Here is the rub: loyalty and manipulation are designed experience crafted to change behaviour and therefore I love his proposed matrix as above.  I find it more interesting when I mentally put brands onto the matrix such as Tesco, Apple, BBC and some high fashion brands.  I would probably change Facilitator to Passion.