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ARTICLE · 11 JANUARY 2023

Market Intelligence Thought Leadership Award Winner

What The Private Sector Should Not Forget About The Right To Be Forgotten

In Gabriel García Márquez's literary classic, One Hundred Years of Solitude, the fictional town of Macondo is hit by a deadly insomnia plague that causes its denizens to lose their memory.

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In Gabriel García Márquez's literary classic, One Hundred Years of Solitude,the fictional town of Macondo is hit by a deadly insomnia plague that causes its denizens to lose their memory. They forget names, notions – even the identities of people and the awareness of their own being. To counter the memory loss, they mark animals, plants and objects with their respective names. But they would soon forget their intended use, so they hang descriptive signs like this: "This is the cow. She must be milked every morning so that she will produce milk, and the milk must be boiled in order to be mixed with coffee to make coffee and milk." When that too fails, the founder and patriarch of Macondo, José Arcadio Buendía, builds a "memory machine" – a primitive computer, if you will – that has 14,000 manual entries.

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