Every day, roughly a billion people click, scroll, and buy online while an entire industry studies exactly how they do it. This VPRO Backlight film goes inside that industry through the people who built it: anthropologist Natasha Dow Schüll, persuasion technology researcher James Williams, Booking.com marketing chief Pepijn Rijvers, political data analyst Timothy Prescott, and former Google design ethicist Tristan Harris, now campaigning under the banner Time Well Spent. They describe the mechanics behind endless scroll feeds, shrinking checkout timers, and A/B-tested political messaging, techniques refined through millions of live experiments run on real users without their knowledge. The film links these tools to concrete outcomes, department store bankruptcies as shopping migrates online, and campaigns that treat voters the way retailers treat customers. What makes the interviews unusual is the source: the same engineers who built these persuasion systems now argue, on camera, for outside regulation of the power they hold. The film closes on that contradiction, industry insiders asking to be restrained from doing what they were hired to perfect.