You want outside confirmation that your opinion is correct because there is always someone on the other side of the trade with a different opinion than yours.
Ultimately the choice between cognitive behavioral therapy and drugs comes down to: Do you want to take extra time to talk to someone or pop a pill and put up with its side effects?
The increasing sophistication of filters that can send brand-love messages exactly to that special consumer-someone in the mood for a little emotional bonding promised a land of sales on the other side, with technology enabling advertisers access to ever-more sophisticated profiles built from searches and social pages, selling this to brands as a way in.