So many accusations about 'evil' here, without any significant evidence. As I see it, this middle-ware is a tool that you can choose to use for evil or good - the tool doesn't get a moral value because of it's use.<p>There is, of course, an argument that any manipulation of human behaviour is inherently evil, but it's a very weak one - if you manipulate a person to eat well, exercise, donate to charity, call their parents and vote for a [insert a political cause that you believe to be inherently moral], is it still an evil thing to do?