More importantly, how do you know Dominoes (or someone else with an incentive) is not driving you down a certain path? This happens today already with Ads, Fb

More importantly, how do you know Dominoes (or someone else with an incentive) is not driving you down a certain path? This happens today already with Ads, Fb feed, instagram etc... but there is something distinctly suspicious about taking away specific control points in the decision making process.