7. Self-Interest: New markets in future behavior give rise to networks of fellow travelers, partners, collaborators, and customers whose revenues depend on the prediction imperative. Institutional facts proliferate. The pizzeria owner on the Pokémon Go map, the merchant who saturates his shop with beacons, and the insurance companies vying for behavioral data unite in the race toward guaranteed outcomes and surveillance revenues.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1083