Surely the Age of Surveillance Capitalism will meet the same fate as it teaches us how we do not want to live. It instructs us in the irreplaceable value of our greatest moral and political achievements by threatening to destroy them. It reminds us that shared trust is the only real protection from uncertainty. It demonstrates that power untamed by democracy can only lead to exile and despair. Friedman’s cycle of public opinion and durable law now reverts to us: it is up to us to use our knowledge, to regain our bearings, to stir others to do the same, and to found a new beginning. In the conquest of nature, industrial capitalism’s victims were mute. Those who would try to conquer human nature will find their intended victims full of voice, ready to name danger and defeat it.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1660