The article aims to offer a preliminary analysis of whether Microsoft can become a better parasite: Grabbing the content people generate online, paying nothing, and using it deftly to serve advertisement on the basis of private behavioral traits that are gleaned by prying open and subverting the use of all pieces of IT people use.
It is not too difficult by now to imagine alternate tech universes (Philip K Dick style) that have nothing to do with this nightmare, where more or less the same technologies empower individuals and companies and organizations rather than squeezing them dry. The combination of oligopoly status, moral laxity and political dysfunction means we are simply sitting around like sheep discussing whether a new butcher is about to get sharper knives.