Behavioral surplus is understood as the raw material for products that establish “co-marketing” with other services such as “towing, auto repair, car washes, restaurants, retail outlets.…” The consultants at McKinsey make a similar recommendation, advising insurers that the “internet of things” enables their expansion into “completely new areas” such as “data market-places.” Health surplus can be “monetized,” says Deloitte, by providing “relevant referrals.”

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 677