I really hope no one gifts me one of these things.
As usual, we're only half-joking. The modern application of the "who watches the watchmen" question seems to be who controls the algorithms running the recommendation engines that govern online life, whether it's our personal news feeds on social media or product search results while shopping. Are they helping us realize our own preferences or are they shaping them? Given the fluidity of human preferences, as well as the fact that the most widely used recommendation engines are supported by ads designed to manipulate preferences...I'm increasingly inclined towards the latter.
But hey. Best not overthink these things. It is the holidays after all.