What's ironic is that originally one of the advantages of automation was that it was more impartial than human-delivered services. The inventor of the automated telephone exchange, Strowger, designed it because he was concerned that the local telephone operators we directing his calls to a competitor. We had several decades during which machines had only very limited decision-making ability, and so it was their ability to manipulate or discriminate was minimal. That's gone. It went years ago, but it's taken a while for the public's intuition to catch up. People are starting to get angry, but are still somewhat baffled. Industry believes that they can continue to get away with it since they've done it for 10-20 years, but I think this underestimates how strong the backlash can get.