Seemingly unaware of the complex cultural influences on feeling,
companies that aspire to read emotions treat them as unchanging and
primordial, so easily recognized and evaluated that even an algorithm
can do it. Their efforts are worrisome not just because they may
create expensive and largely useless technology; they're troubling as
well because they may end up training us to express our feelings in
ways that conform with machines' expectations... they wouldn't just be
reporting our emotions, but instead they would be giving them new
shape....
We shape our technology and our technology in turn reshapes our emotional lives.