At what point does personalization stop being helpful and start becoming invisible control?

Lately I’ve been thinking about how many systems are shifting from reacting to human behavior to predicting it in advance. Recommendations become anticipation. Personalization becomes behavioral modeling. Convenience starts looking a lot like preemption. At some point, it feels like the goal is no longer just to understand what people want, but to shape environments around predicted choices before those choices are even consciously made. Maybe this is still an early question, but I think it’s going to matter more and more:

Where do you think the line is between helpful prediction and invisible orchestration?