O’Neil: All of the time when you’re on the internet. All of the time. I have a couple examples that I like to tell because they affect everyone, and everyone is kind of offended by them in a very direct way.
One of them is, you call up customer service, and from your phone number they infer your value as a customer. If you’re a low-value customer you will wait on hold forever. If you’re a high-value customer you get to a customer representative immediately. And if you’re low-value, you’re likely to be told by the rep, “Oh you’re low-value, you’re not going to get what you want.” That happens. I didn’t even know the rep knows your score, but turns out that in that system they actually do. And they can say, “I’m not going to give you what you want.”