Amazon's use of aforementioned data mapping is not the "Daily Me", it's the "Daily Them". That is, it's not on opt-in media environment, but a top-down one derived simply from customer sampling and software. So, whilst it's not the kind of social software which depends on the user creation of ignorance, it itself creates ignorance through the self-selection of recommended items. So, yes, in a sense, you could forecast a kind of two-track ignorant future.

I disagree -- this is not a top down process. Amazon does not force you to buy certain books together. I think it reveals a more self-organizing process. Amazon is just revealing prior customer behavior in their data['also bought' lists] -- you can use that data or ignore it.