I know how models are built, because I build them myself, so I know that I'm embedding my values into every single algorithm I create and I am projecting my agenda onto those algorithms.
The problem isn't so much finding good ideas (there is no shortage) as embedding the ones we have into everyday practice.
Merchandisers, by embedding subliminal trigger devices in media, are able to evoke a strong emotional relationship between, say, a product perceived in an advertisement weeks before and the strongest of all emotional stimuli - love (sex) and death.
Personally, I consider 'Titanic' the most brilliant example of successful counterprogramming; the film actually countered itself by embedding an epic chick flick within a classic disaster movie.