The scientists thus make clear that they are willing—and that their inventions are able—to overcome the friction entailed in users' decision rights. Google's proprietary methods enable it to surveil, capture, expand, construct, and claim behavioral surplus, including data that users intentionally choose not to share. Recalcitrant users will not be obstacles to data expropriation. No moral, legal, or social constraints will stand in the way of finding, claiming, and analyzing others' behavior for commercial purposes.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 250