In this template of social relations, behavioral modification operates just beyond the threshold of human awareness to induce, reward, goad, punish, and reinforce behavior consistent with “correct policies.” Thus, Facebook learns that it can predictably move the societal dial on voting patterns, emotional states, or anything else that it chooses. Niantic Labs and Google learn that they can predictably enrich McDonald’s bottom line or that of any other customer. In each case, corporate objectives define the “policies” toward which confluent behavior harmoniously streams.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1316