HOOKED

How They Got You—And How to Get Free

Book 2 of the steamHouse Trilogy

DRAFT v2.0 January 2026

SUMMARY

Your brain wasn't designed for this.

In 1929, Edward Bernays discovered how to bypass rational thought and tap directly into emotion and identity—he called it "the engineering of consent." A century later, that playbook has been supercharged with technology that would make Bernays weep with envy. Your smartphone knows what you search for at 2 AM. Algorithms run thousands of experiments on you daily. Engineering teams with advanced degrees in psychology have spent billions figuring out exactly which shade of red makes you tap, exactly how long to delay showing your likes, exactly which sound will hijack your attention.

This isn't a fair fight. You have your willpower. They have variable reward schedules, social validation loops, manufactured scarcity, artificial urgency, and compound exploits that stack multiple psychological attacks simultaneously—all optimized in real time, personalized to you.

HOOKED maps the battlefield: your brain's inherited vulnerabilities, the specific techniques used to exploit them, and how each tool in your pocket weaponizes both. More importantly, it shows you how to fight back—not through willpower alone (which fails against multi-threaded attacks), but through structural design that puts you back in control.

Understanding the game changes how you can play it.

In 1929, Edward Bernays faced a problem. His client, American Tobacco, wanted to sell cigarettes to women. But respectable women didn't smoke in public—it was taboo.

Bernays didn't argue with the taboo. He understood something his uncle Sigmund Freud had discovered: people don't make decisions rationally. They make them emotionally—and then rationalize.

So Bernays hired debutantes to march in New York's Easter Day Parade. At a prearranged signal, each lit a cigarette. He'd tipped off the press that suffragettes would be lighting "torches of freedom"—a protest for women's equality. The photos ran everywhere. Within a year, the taboo was crumbling.

He didn't change minds. He changed what smoking meant.

In private, Bernays had a name for what he did. He called it "the engineering of consent." That was almost a century ago.

The tools have gotten better.

CONTENTS

PART I: SETUP

  • Chapter 1: Your Brain Meets Technology — From Bernays to smartphones: the evolution of psychological manipulation

  • Chapter 2: The Exploitation Playbook — The core techniques: variable rewards, validation loops, FOMO, commitment traps, and more

  • Chapter 3: The Power Problem — Why this isn't a fair fight and what that means for you

PART II: YOUR WIRING

  • Chapter 4: Your Attention — How the ancient novelty-seeking system meets infinite scroll

  • Chapter 5: Your Memory — How platforms reshape what you remember and what you believe

  • Chapter 6: Your Judgment — Anchoring, framing, and the shortcuts that get exploited

  • Chapter 7: Your Social Brain — Tribal instincts in the age of quantified status

  • Chapter 8: Your Emotions — Outrage, fear, and the targeting of your limbic system

  • Chapter 9: Your Identity — How platforms shape not just what you do, but who you are

PART III: YOUR TOOLS

  • Chapter 10: The Smartphone — The machine that knows you better than you know yourself

  • Chapter 11: Social Media (General) — The attention economy's core business model

  • Chapter 12: Instagram / TikTok — Visual platforms and the image-comparison trap

  • Chapter 13: YouTube / Streaming — Autoplay, rabbit holes, and the binge design

  • Chapter 14: News & Information — Outrage optimization and the erosion of shared reality

  • Chapter 15: Games — When variable reward becomes the entire product

  • Chapter 16: AI Tools — The new frontier of personalized manipulation

  • Chapter 17: Shopping / Commerce — Scarcity, urgency, and the science of the purchase

PART IV: THE COMPOUND EXPLOIT

  • Chapter 18: How They Stack — Why multiple techniques together overwhelm individual defenses

  • Chapter 19: The Asymmetry — You with your willpower versus billions of dollars in optimization

PART V: USING TOOLS ON PURPOSE

  • Chapter 20: Personal Audit — Honest assessment of your current technology relationship

  • Chapter 21: Designing Your Relationship — Structural solutions that work where willpower fails