Recall Mark Zuckerberg’s boast that Facebook would know every book, film, and song a person had ever consumed and that its predictive models would tell you what bar to go to when you arrive in a strange city, where the bartender would have your favorite drink waiting. As the head of Facebook’s data science team once reflected, "This is the first time the world has seen this scale and quality of data about human communication.… For the first time, we have a microscope that… lets us examine social behavior at a very fine level that we’ve never been able to see before.…" A top Facebook engineer put it succinctly: "We are trying to map out the graph of everything in the world and how it relates to each other."

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1580