“these systems are engaged in actively shaping society to fit the models they create. When the options for human activity are reduced to a set of “optimal” choices made available through a machine-generated recommendation, other courses of action—and thus other possible future outcomes—are eliminated. We cannot allow this reduction to put limitations on the world in which we live. Instead, if these systems are to be salvaged, we have a responsibility to relentlessly interrogate who and what constitutes “data,” how it is made, what patterns we seek within it, and what we do with the insights that are surfaced.”