Most pointedly, Facebook's declaration of experimental authority claims surveillance capitalists' prerogatives over the future course of others' behavior. In declaring the right to modify human action secretly and for profit, surveillance capitalism effectively exiles us from our own behavior, shifting the locus of control over the future tense from “I will” to “You will.” Each one of us may follow a distinct path, but economies of action ensure that the path is already shaped by surveillance capitalism's economic imperatives. The struggle for power and control in society is no longer associated with the hidden facts of class and its relationship to production but rather by the hidden facts of automated engineered behavior modification.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 969