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prediction

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The famed fog of war is nothing compared to the fog of the future or, as I’ve often said, I’d be regularly riding my jetpack in traffic through the spired city of New York, as I was promised in my childhood. Our urge to predict the future is unsurpassed. Our ability to see it as it will be: next to nil.

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Decades of neuropsychology research have given Target the ability to predict customers’ shopping habits with increasing precision. The company’s statistical team can even tell when shoppers are likely to be in their second trimester of pregnancy. Combined with aggressive marketing tactics, such powers promise to add millions to its already swollen revenues.

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