I just read this line from X’s latest update: “Grok will literally read every post and watch every video to match users with content they’re most likely to find interesting.” And then: “We’re aiming for deletion of all heuristics within 4 to 6 weeks.” On paper, that sounds like progress. In reality, it sounds like the moment we hand the keys over completely. When a company says it’s “deleting heuristics,” it means it’s removing the parts of its system that humans still understand. The parts you can explain, debug, or hold accountable. What replaces them is a black box that feels personal, because it knows you better than you know yourself, but ultimately serves goals you can’t see. And “Grok will read everything”? That’s not personalization. That’s total observation, framed as convenience. We keep being told this evolution is inevitable. But maybe the real innovation would be to slow down long enough to ask: At what point does personalization become prediction, and prediction become control? Because if every post, every thought, every frame becomes input for “Grok,” then maybe the system isn’t learning what we like. Maybe it’s teaching us what to like.