Pentland was among the first to recognize the commercial relevance of behavioral surplus. Although he does not discuss it explicitly, he appears to embrace the realpolitik of surveillance capitalism as the necessary condition for an instrumentarian society. Pentland’s own companies are extensions of his applied utopistics: proving grounds for instrumentarian techniques and the habituation of populations to pervasive rendition, monitoring, and modification in pursuit of surveillance revenues.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1347