NEW YORK (AP) — Think you’re in control? Think again.

This week, OKCupid became the latest company to admit that it has manipulated customer data to see how users of its dating service would react to one another. The New York-based Internet company’s revelation follows news earlier this month that Facebook let researchers change news feeds to see how it would affect users’ moods. The fact is, big companies use customers as unwitting guinea pigs all the time —online and in the real world.