This substitution of machine work for social work is possible thanks to the success of Google's declarations and the road that Google paved for surveillance capitalists' dominance of the division of learning. Sitting in the catbird seat, Google can observe what was previously unobservable and know what was previously unknowable. As a result, the company can do what was previously undoable: bypass social relations in favor of automated machine processes that compel the behaviors that advance commercial objectives.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 688