"A phone call the machine makes to TiVo, Inc., in San Jose, Calif., once a day provides key information. As these men learned, when TiVo thinks it has you pegged, there's just one way to change its 'mind': outfox it.
Mr. Iwanyk, 32 years old, first suspected that his TiVo thought he was gay, since it inexplicably kept recording programs with gay themes. A film studio executive in Los Angeles and the self-described 'straightest guy on earth,' he tried to tame TiVo's gay fixation by recording war movies and other 'guy stuff.'
'The problem was, I overcompensated,' he says. 'It started giving me documentaries on Joseph Goebbels and Adolf Eichmann. It stopped thinking I was gay and decided I was a crazy guy reminiscing about the Third Reich.'
He mentioned his TiVo tussle to a friend, who told an executive at CBS's 'The King of Queens,' who then wrote an episode with a My-TiVo-thinks-I'm-gay subplot....
Many consumers appreciate having computers delve into their hearts and heads. But some say it gives them the willies, because the machines either know them too well or make cocksure assumptions about them that are way off base. That's why even TiVo lovers are tempted to hoodwink it -- a phenomenon that was also spoofed this year on another TV show, HBO's "The Mind of the Married Man...."
Mr. Everett-Church, a privacy consultant for businesses, predicts that as techno-profiling increases, more people will purposely muck up their profiles. They'll fear ordering books on mental illnesses or sexual preferences because they'll wonder if they'll somehow be publicly identified.
All techno-profiling companies contacted for this article said that information gleaned is for the customer's personal use only. Still, even Amazon.com founder Jeff Bezos knows the potential mortification factor.
For a live demonstration before an audience of 500 people, Mr. Bezos once logged onto Amazon.com to show how it caters to his interests. The top recommendation it gave him? The DVD for 'Slave Girls From Beyond Infinity.' That popped up because he had previously ordered "Barbarella," starring Jane Fonda, a spokesman explains....
Virginia Heffernan, TV columnist for Slate.com, doesn't understand why some people are resistant to techno-profiling, or find it creepy. She didn't look for any deep meaning when her TiVo kept giving her TV shows in Polish. And after buying self-help books on Amazon.com, she accepted that every time she logged on, the site pitched products to make her a more self-fulfilled human being.
'I like the idea that someone cares,' she says. 'Even a machine.' " [Wall Street Journal, via MetaFilter]
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