Facebook’s IPO in 2012 was notoriously botched when last-minute downward revisions of its sales projections, precipitated by the rapid shift to mobile devices, led to some unsavory dealings among its investment bankers and their clients. But Zuckerberg, Sheryl Sandberg, and their team quickly mastered the nuances of the dispossession cycle, this time to steer the company toward mobile ads. They learned to be skilled and ruthless hunters of behavioral surplus, capturing supplies at scale, evading and resisting law, and upgrading the means of production to improve prediction products.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 502