“The data that drives algorithms isn't just a few numbers now. It's monstrous tables of millions of numbers, thousands upon thousands of rows and columns of numbers....Matrices are created and refined by computers endlessly churning through Big Data's records on everyone, and everything they've done. No human can read those matrices, even with computers helping you interpret them they are simply too large and complex to fully comprehend. But the computers can use them, applying the appropriate matrix to show us the appropriate video that will eventually lead us to make an appropriate purchase. We are not living in "The Matrix," but there's still a matrix controlling us. What does this have to do with the rabbit hole of conspiracy theories? It has everything to do with it. These algorithms are quickly becoming the primary route down the rabbit hole. To a large extent this has already happened, but it's going to get far, far worse. Tufekci described what happened when she tried watching different types of content on YouTube. She started watching videos of Donald Trump rallies. 'I wanted to write about one of [Donald Trump]'s rallies, so I watched it a few times on YouTube. YouTube started recommending to me, and autoplaying to me, white supremacist videos, in increasing order of extremism. If I watched one, it served up one even more extreme. If you watch Hilary Clinton or Bernie Sanders content, YouTube recommends and autoplays [left-wing] conspiracy videos, and it goes downhill from there." Downhill, into the rabbit hole....Without human intervention the algorithm has evolved to a perfect a method of gently stepping up the intensity of the conspiracy videos that it shows you so that you don't get turned off, and so you continue to watch. They get more intense because the algorithm has found (not in any human sense, but found nonetheless) that the deeper it can guide people down the rabbit hole, the more revenue it can make.”