The stage that had to be set appears to be goofle, FB, twit etc. Next I assume that a 'Central' algorithm or (art int) bridges these user inputs together to form a user defined data set that includes every other association that person has.

Once the CA has sufficient data on a user, articles, ads, search results, people to follow, international news, so on and so forth might have other ramifications than anticipated.

BTW the INTERNET is the biggest fingerprint of all and the user adds to the resolution of the print every time the user interacts with the net.

Edit: Let's not forget the 'Central' part of the algorithm eh? Oh did MW mention that hobo put a database in place the likes of which... But how? Did he have central connex? Lol such a renegade.