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One clear danger is that they may alienate customers, who will welcome better service but may be more doubtful about uses of the technology such as finely segmenting the market or targeting customers individually.
ECONOMIST: Always-on people
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Those who doubt the UK government's case, set out on Tuesday, for building a line between London and Birmingham are going to be even more doubtful about the benefits of a colossally expensive link to help out the potential foreigners north of Gretna.
BBC: Going bananas for speedy rail
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President-elect BARACK OBAMA: It's the answer that led those who've been told for so long by so many to be cynical and fearful and doubtful about what we can achieve to put their hands on the arc of history and bend it once more toward the hope of a better day.
NPR: Obama Must Manage Great Expectations
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She said she was doubtful about whether civil partnerships would be an election issue, despite having contacted a number of candidates.
BBC: Guernsey civil partnership law receives renewed calls
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When I talked recently (via email) with ex-BMW chief designer Chris Bangle he was doubtful about driverless vehicles simply because the liability issues it created needed to be resolved before the cars could go on sale.
FORBES: Google On Earnings: Our Future Lies in Hardware Too