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We can live with many of the uncertainties of big data for now, with the hope that its benefits will outweigh its harms, but we shouldn't blind ourselves to the possible irreversibility of changeswhether good or bad-to society. It's no secret that both private enterprise and government seek greater insights into people's behaviors and sentiments. Organizations use various analytical techniques-from crowdsourcing to genetic algorithms to neural networks to sentiment analysis-to study bothdoi:10.1109/mc.2013.196 fatcat:s34acl3vdvcjhjhbmy6hxwscni