Master-Slave thoughts, that sounds bad doesn't it.

Is technology my master or my slave?

The very suggestion anthropomorphizes technology, because Hegel’s idea posited “two self-conscious beings.” (Good old Wikipedia. How old is wikipedia anyway?) So already we are fetishizing technology because we are suggesting its livingness. This view of technology at once ignores the fact of mediation by suggesting there isn’t any (it is alive, aging), but also reveals the mediated by revealing the technology (it is a software, a screen, the fetish object). This has a clear relation to the technological/hypertextual dichotomy of immediacy vs. hypermediacy, one which hides ‘in the moment’ and the other which stands out as the text.

But to be a little more pragmatic (ie forget about the theoretical nonsense), Google is scary. Jonathan is standing up at the moment telling us how much information Google stores. Imagine the evil corporation collecting data. They can find me at any moment of any day. He calls it a violation of privacy, and the whole point is to serve us up highly personal ads so we'll buy their stuff. Yet we buy their stuff anyway. They make good stuff.

In any case, there is a nice complementary relationship between the evil corporation which hides behind the stuff, and the idea of the hidden and the obvious competing for our theoretical attention. There is a nice relationship between the corporation which owns our personal information (ie the master who owns us) and the objects which we use (ie the slaves we exploit for personal gain).

The answer is "No."