In this new phase of competitive intensity, surveillance capitalists are forced from the virtual world into the real one. This migration necessitates new machine processes for the rendition of all aspects of human experience into behavioral data. Competition now occurs in the context of a rapidly evolving global architecture of ubiquitous computation and therefore ubiquitous supply opportunities, as prediction products are increasingly expected to approximate certainty and therefore to guarantee behavioral outcomes.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1070