Google's breakthrough crawler enabled the lightning-fast indexing of the world wide web, the apparatus of ubiquity then enabled new operations to crawl reality, and now in this third phase, distinct supply operations are required to crawl our lives. In Google Now one sees an initial foray into this new space, in which the web crawler's ability to find information combines with new life-crawling operations intended to render, anticipate, and, as we shall see, ultimately modify your behavior. Online and offline behavioral surplus—your e-mail content, where you went this afternoon, what you said, what you did, how you felt—are combined into prediction products that can serve an emerging marketplace in which every aspect of your daily reality is up for bid.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 806