These are vital and necessary accomplishments, and the question that is most important to our story is whether this new regulatory regime can be a springboard to challenging the legitimacy of surveillance capitalism and ultimately vanquishing its instrumentarian power. In time, the world will learn if the GDPR can move out in front of Big Other, reasserting a division of learning aligned with the values and aspirations of a democratic society. Such a victory would depend upon society’s rejection of markets based on the dispossession of human experience as a means to the prediction and control of human behavior for others’ profit.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1537