But Pentland saw a problem. Although ubiquitous technologies are well on the way to solving the technical challenges of a global nervous system, Big Other will not be complete until it also understands human behavior on a global scale: “What is missing… are the dynamic models of demand and reaction,” along with an architecture that guarantees “safety, stability, and efficiency.… The models required must describe human demand and reactions, since humans are at the core of all of these systems… the necessary observations are observations of individual behavior.…”

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1360