With Google in the lead, surveillance capitalism rapidly became the default model of information capitalism on the web and, as we shall see in coming chapters, gradually drew competitors from every sector. This new market form declares that serving the genuine needs of people is less lucrative, and therefore less important, than selling predictions of their behavior. Google discovered that we are less valuable than others' bets on our future behavior. This changed everything.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 293