The present book aims to supplement these other perspectives by giving an economic history of capitalism and digital technology, while recognising the diversity of economic forms and the competitive tensions inherent in the contemporary economy. The simple wager of the book is that we can learn a lot about major tech companies by taking them to be economic actors within a capitalist mode of production. This means abstracting from them as cultural actors defined by the values of the Californian ideology, or as political actors seeking to wield power. By contrast, these actors are compelled to seek out profits in order to fend off competition. This places strict limits on what constitutes possible and predictable expectations of what is likely to occur. Most notably, capitalism demands that firms constantly seek out new avenues for profit, new markets, new commodities, and new means of exploitation. For some, this focus on capital rather than labour may suggest a vulgar econo-mism; but, in a world where the labour movement has been significantly weakened, giving capital a priority of agency seems only to reflect reality.

Nick Srnicek, Platform Capitalism, loc. 14