As you are researching I'd check out the writing and thoughts of Norwegian Philosopher Arne Næss. He has a lot to say about different levels of rationality which are quite interesting. He began his philosophical as a hard-core rationalist with the Vienna school but later in life expanded rationality to include a larger rationality and human feeling. Also Christopher Alexander has insight here about including human feeling as an objective instead of solely subjective part of decision making.
By owning the learning graph. If I know what you're learning, I know who you are in a very important way. Given that, super targeted advertising is just the tip of the iceberg.
for example: "Sms classified advertising for the 3rd world and developed countries"
and
"Democracy Promotion - Hit-man funds for elimination of internationally-designated dictators "