Algorithms derived from "big data" can come to implement racial discrimination because the data reflect the results of discrimination.

The article takes a foolish, naive attitude to companies that collect data about people, in effect believing their claims that they use it only to "serve you better", and neglecting the danger that it becomes available to others such as crackers and Big Brother. But even though they ignore the principal injustices of collecting data about you, their point about another injustice in the use of the data is important.