etflix, Twitter, and Google make unasked-for, unanticipated, and unstoppable change in their products, which also happen to be our work and play spaces. Whether or not people like what the change did, they don't like how it happened. Facebook notoriously pushes changes out, most recently the new News Feed and Timeline profile pages. While they think of it as improving their product, in effect, they redesign what has become the default Internet startup screen for millions without asking.

So, of course people howl their protests. They remind us that we're all just children in the eyes of the cloud services provider and as long as we're under their roof, we play by their rules. At a time when trust in all kinds of civic institutions is at an all-time low, we place a lot of faith in our cloud services to do what is goodly and just. We get so upset with Facebook changes because they spark cognitive dissonance: I believe I do not trust Facebook but I act as if I trust Facebook by giving them my data. The changes let you feel how Mark Zuckerberg's crew has hacked your social brain. Zuckerberg believes Facebook is creating "a more open and connected" society. In other words, he's doing it all for your own good.