We have seen already that democracy threatens surveillance revenues. Facebook's practices suggest an equally disturbing conclusion: human consciousness itself is a threat to surveillance revenues, as awareness endangers the larger project of behavior modification. Philosophers recognize “self-regulation,” “self-determination,” and “autonomy” as “freedom of will.” The word autonomy derives from the Greek and literally means “regulation by the self.” It stands in contrast to heteronomy, which means “regulation by others.” The competitive necessity of economies of action means that surveillance capitalists must use all means available to supplant autonomous action with heteronomous action.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 966