Is the machine using us?

Before watching this video, I had never thought of this approach. I mean, I saw the machine as nothing more than a tool that allowed us to write, communicate, create, etc. But now, I'm not so sure anymore. Though short, this video has a great impact on the viewer, making us think about this topic that is so close to us that we sometimes take it for granted. Are we just using the machine, or is the machine using us as well? Now, I can say that I think it is a two-way thing.  Every time we enter new information, we are giving it to the internet, to the world, to the machine.  Every day, huge amounts of new data are entered, from all around the globe. How is this new information going to change the way we see the relationship between humans and computers? Or even between humans?