“Personalization” is once again the euphemism that spearheads this generation of prediction products manufactured from the raw materials of the self. These innovations extend the logic of earlier iterations of dispossession: from web crawling to reality crawling to life crawling to self crawling. As has been the case in each iteration, insights and techniques once intended to illuminate and enrich quickly disappear into the magnetic field of the commercial surveillance project, only to reappear later as ever more cunning methods of supply, manufacture, and sales.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 846