In this human hive, individual freedom is forfeit to collective knowledge and action. Nonharmonious elements are preemptively targeted with high doses of tuning, herding, and conditioning, including the full seductive force of social persuasion and influence. We march in certainty, like the smart machines. We learn to sacrifice our freedom to collective knowledge imposed by others and for the sake of their guaranteed outcomes. This is the signature of the third modernity offered up by surveillance capital as its answer to our quest for effective life together.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1323