moves”, prompting further consumption through the suggestion of specific products or services that have proven to be popular among the choices made by individuals. Such items, identified through the behaviours of consumers clustered in homogenous groups (pooled e.g. by preferences, behavioural patterns, purchase history and price reservations) are selected based on the corresponding utility levels express by individuals or, when items are bundled (or complementary), via the utility level related to one of them, influencing the utility of the other [@Zhao2016].

What is then the role of NS in the light of the platforms’ profiling practices carried out in order to detect users’ preferences and to nudge them to consumption? Although the White House report on Big Data and differential pricing states that steering practices do not make use of information concerning potential buyers at the individual level, and this is the reason why those practices should not be considered any longer as prevailing[^17] [@CouncilofEconomicAdvisers-CEA2015], that does not mean that steering practices[^18] are not still used (see @mikians2012detecting).

Although the primary goal of the present contribution is not the exploration of how the increased observation of the individuals’ purchase choices and expressed preferences (hence the greater amount of data which 