6. Dependency: The free services of Google, Facebook, and others appealed to the latent needs of second-modernity individuals seeking resources for effective life in an increasingly hostile institutional environment. Once bitten, the apple was irresistible. As surveillance capitalism spread across the internet, the means of social participation become coextensive with the means of behavioral modification.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1082