The latest round of antitrust hearings has been a high drama distraction from the pandemic. But while parading the CEOs of Apple, Google, Facebook, and Amazon before Congress provided ample opportunities for both sides of politics to score points in an election year - it also highlighted just how different competition has become in the 21st century. Obvious questions were asked about personal data, political bias, and predatory pricing - but more interesting were those brief glimpses of how the leaders of the world's biggest tech companies really think. If the antitrust hearings proved one thing, it is that the right data can allow you to reframe the rules of marketplaces, precisely target acquisitions, and make oblique strategic moves. And therein lies the problem: just how exactly do you regulate a different way of thinking?