Lots of questions, not many answers.
So here's something. Logan pointed out in one of the TEK's an article where It's generally understood that we are being programmed by people like Zuckerberg already. The way to behave and react and click is all given to us as multiple choice options. The gas station pump, the checkout line, the ticket kiosk, are all ways of making your life more efficient (as long as you understand it), less likely to get in an altercation with a drunk/high employee, and cheaper for the company providing. We're being shown what to do, and we're being made more and more comfortable with a life devoid of contact. Think of Japan with their restaurants that have stuffed animals as companions, and rubber life size dress up dolls that don't cheat on you, and that twitch is even a thing.
Everyone has levels of plugging in that they've accepted, either because they want to, or because it's literally their only option. When you get that, people like Zuckerberg don't need to have a map of your mind, because they've already written the code.
So lets take that to our immediate future. A guy sitting in a chair with more "immersion." Occulus Rift with a bundle of wires coming out, joysticks, microphones, Cortana.
Exploring the internet almost feels like free will, but the end result is youtube comments. What are they actually doing?
I can easily imagine a deeper level of immersion is just around the corner. I don't think it would even require direct brain access (although that would be cool) to know what everyone is doing and thinking and behaving at any given moment.
There was a concept in one of the Metal Gear games where the end goal was to make an A.I. that could intercept chat messages and change them in real time. That way, only the ideas that were parallel to the owners ideas would ever be made public. The majority wins. One of the main goals of A.I. is to make a device that a human can't differentiate between it and another human. It's hard to base reality off of a video game, but it was an interesting thought.
If we move on to the next generation, and the concept of "lets go for a hike" doesn't compute because it's boring, but they might beat me up and take my money, why bother, then all of our actions are going to be guided.
Casey Neistat had an interesting video the other day, where at the end he had a quote that was something like, "5% of the population thinks, 10% think they think, and the remaining 85% would rather die than think." It's a concept that, people truly want/need to be told what to do, and in a society where most of the retired population can't survive without the government, we're letting ourselves be driven.