The quality and competitiveness of the product are a function of its approximation to certainty: the more predictive the product, the lower the risks for buyers and the greater the volume of sales. Google has learned to be a data-based fortune-teller that replaces intuition with science at scale in order to tell and sell our fortunes for profit to its customers, but not to us.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 304