Paying for ContextA reference (to make a purchase, talk to person, choose one thing over another) is the transfer of context.
It is the qualitative coloring of an anonymous service or product. It is the sense layer on top of a utilitarian (read functional, but faceless) thing.
As production becomes cheaper, and white–labeling brands becomes more prevalent context will become a commodity.
Micro–targeting, and other algorithmic funneling techniques will loose power (ad blockers, demising network effect i.e. Facebook) context will condition both trust, and face.
The latter is definitely out of the reach of algorithms.