Pentland avoids the question "Whose greater good?" How is the greater good determined when surveillance capitalism owns the machines and the means of behavioral modification? "Goodness" arrives already oriented toward the interests of the owners of the means of behavioral modification and the clients whose guaranteed outcomes they seek to achieve. The greater good is someone's, but it may not be ours.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1375