Facebook entered the world bypassing old institutional boundaries, offering us freedom to connect and express ourselves at will. It is impossible to say what the Facebook experience might have been had the company chosen a path that did not depend upon surveillance revenues. Instead, we confront the sudden accretion of an instrumentarian power that spins our society in an unanticipated direction. Facebook's applied utopistics are a prototype of an instrumentarian future, showcasing feats of behavioral engineering that groom populations for the rigors of instrumentarianism's coercive harmonies.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1492