Pokémon Go takes these capabilities in a wholly new direction, running game players through the real world, but not for the sake of the game they think they are playing. Hanke's unique genius is to point the game's behavior-modification efforts toward a target that occupies an unexplored zone beyond the boundaries of players' awareness. It aims to shape behavior in an even larger game of surveillance capitalism.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 985