Imagine heading out to run errands at all your usual places, and your phone's "equity app" has a better idea.

Siri might say, "Buy your groceries at one of these other stores, just as close as your regular store." Or "There are three coffee shops within 2 miles. You haven't tried this one before."

We already get shopping suggestions when we bring up Google Maps, especially when our smartphones are transmitting our GPS coordinates. A similar type of computation is happening behind the scenes at Facebook and Twitter, whose targeted ads can sometimes be scarily on point.

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