Javier has been your high school classmate since freshman year. You remember the times he joined you and friends on weekend outings and the long talks about your aspirations. Recently, however, Javier seems different. He's become overly enthusiastic about his new multi-level marketing business and often interrupts your conversations to talk about it. His persistence is strange and you've noticed his pitch sounds robotic, lacking the warmth you used to know. Last night, during a casual meet-up, Javier's knowledge of your personal life suddenly felt intrusive, like he had studied you, not just known you.