Unfortunately the greatest danger inherent to ubiquitous technology is not found in the user or their actions.

It is the tool itself and the perceptions of the abilities of that tool that are the real dangers.

While surfing the web on an iPhone you would be forgiven for believing that you are granted unfettered access to all areas. In reality what you are permitted to view is a carefully filtered selection of results relative to your location, political situation or any other relevant factor.

The naive belief that a Google search result is based solely on the search criteria is again understandable as our perception of the tool would imply this logic. However many would be disturbed to discover that their queries were actually producing results relative to the user’s profile and history instead of relevant search criteria.

This enables organisations such as Google and Apple to effectively control free expression of thought by diverting users to more profitable or preferable services such as YouTube or iTunes, all without the knowledge or consent of their users.

PROOF – search the same Google query from both yours and a friends computer whilst logged in and logged out, observe the differences.