Today’s owners of surveillance capital have declared a fourth fictional commodity expropriated from the experiential realities of human beings whose bodies, thoughts, and feelings are as virgin and blameless as nature’s once-plentiful meadows and forests before they fell to the market dynamic. In this new logic, human experience is subjugated to surveillance capitalism’s market mechanisms and reborn as “behavior.” These behaviors are rendered into data, ready to take their place in a numberless queue that feeds the machines for fabrication into predictions and eventual exchange in the new behavioral futures markets.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 316