Rendition is by now a global project of surveillance capital, and in the depth dimension we see it at its most pernicious. Intimate territories of the self, like personality and emotion, are claimed as observable behavior and coveted for their rich deposits of predictive surplus. Now the personal boundaries that shelter inner life are officially designated as bad for business by a new breed of mercenaries of the self determined to parse and package inner life for the sake of surveillance revenues. Their expertise disrupts the very notion of the autonomous individual by rewarding “boundarylessness” with whatever means are available—offers of elite status, bonuses, happiness points, discounts, “buy” buttons pushed to your device at the precise moment predicted for maximum success—so that we might strip and surrender to the pawing and prying of the machines that serve the new market cosmos.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 903