I don't think this author is telling us anything we don't already know, but there's a nice analogy in the retelling. Basically, there are two points being made: first, our devices (collectively known as the Internet of Things (IoT)) are reporting back to advertisers and marketers through backchannels; and second, we do not own full rights to our devices, but merely license the software that is used to run them. The analogy is feudal: "In the feudal system of medieval Europe, the king owned almost everything, and everyone else's property rights depended on their relationship with the king." There were some differences, of course, between the feudal system and today's reality. But it's an interetsing comparison.
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