... as you act more according to your type, and as the marketplace becomes more and more predetermined and predictable, you actually don’t get growth, you don’t get innovation. ... Because now you have designers, who instead of being encouraged to come up with their own, new, crazy ideas, are being encouraged to do the things that have been proven by the data to deliver results. A lot of times, in thriving marketplaces, a lot of ideas come from the bottom up. You see new consumer behaviors, and then you go, “Oh my gosh, look at what these kids are doing.” But as you end up with more predictable, controlled consumers, you end up with a less innovative society.
Emphasis mine. I think the implications of having consumers, rather than citizens, ought to be obvious, but every time I think they are, I see plenty of evidence they aren't.
A society where people don't tinker, don't invent, don't ask hard questions about what they're being forced to live with, and aren't forced to vote only with their wallets — if that doesn't scare you, maybe you're on the wrong planet.