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Heavily marketed as a safer, healthful alternative to smoking, electronic cigarettes are under fire from California health officials who have declared "vaping" a public health threat, hoping to head off the type of deceptive manipulation that tobacco companies succeeded with for decades, according to researchers.
Corporations gather massive amounts of personal data to predict how individuals will behave so that they can profitably price goods and allocate resources. This article investigates the moral foundations of such increasingly prevalent market practices. I leverage the case of credit scores in car insurance pricing—an early and controversial use of algorithmic prediction in the U.S. consumer economy—to unpack the premise that predictive data are fair to use and to understand the conditions under which people are likely to challenge that moral logic.