The machine invasion of human depth is prosecuted under the banner of "personalization," a slogan that betrays the zest and cynicism brought to the grimy challenge of exploiting second-modernity needs and insecurities for outsize gain. From the point of view of the prediction imperative, personalization is a means of "individualizing" supply operations in order to secure a continuous flow of behavioral surplus from the depths. This process can be accomplished successfully only in the presence of our unrelenting hunger for recognition, appreciation, and most of all, support.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 797