"Some see it as a horrible use of technology and another way to interfere with people's lives," Fogg counters. "But persuasive technology is here, and more is coming. Whether we understand it or not, it's going to play out. In the future, computers might be more persuasive than people because they have more access to information. And that's where the potential and the pitfalls lie. That's why we need to understand it now. And one of the most ethical things we can do is understand -- and understand early -- how to apply it in good ways."