Algo is a different kind of euphemism. Rather than trying to disguise something unpleasant it's trying to disguise something utterly boring. That utterly boring thing is that Algo is simply a computer programme.

Most computer programmers, like myself, are in fact male, as are most of the people directing them.

Part of the reason for avoiding the words computer programme is that, as you say, most people understand that computer programmes are predictable and completely controllable.

This is part of the reason that corporations are at pains to keep their algorithms hidden, because revealing them would make it painfully obvious what they are up to.

Great article, Cristina.