Fiction writers who specialize in creating dystopian near-futures seem to put a lot of stock in the potential of customer intelligence. As early as 1994 Neal Stephenson was envisioning the era of Big Data, and how it might change the work of a market researcher. (And it sure beats how David Foster Wallace portrayed the job in “Mister Squishy.”) Philip K. Dick, of course, gave us the billboards of Minority Report, recognizing and calling out personalized offers to people on the street. George Saunders, in “My Flamboyant Grandson,” suggests how any database-defying consumers might be kept in line.