The fact that the Circle can calibrate itself so easy to an individual, catering groups specifically for one's interests and learning one's consumer views so that advertisements can be targeted more effectively, builds into a system that can be addictive. Mercer is often used to directly address the main theme of the novel, the dangers of modernity and specifically of Mae's increasing reliance on connection and affirmation through the Circle. And you calibrate it so it’s equally addictive." Mercer, p. Endless empty calories, but the digital-social equivalent. You’re not hungry, you don’t need the food, it does nothing for you, but you keep eating these empty calories. You know how they engineer this food? They scientifically determine precisely how much salt and fat they need to include to keep you eating. No one needs the level of contact you’re purveying. "The tools you guys create actually manufacture unnaturally extreme social needs.
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