Surveillance capitalism must work both sides of the equation. On one side, its technologies are designed to render our experience into data, as in rendering oil from fat. This typically occurs outside of our awareness, let alone our consent. On the other side of the equation, every time we encounter a digital interface we make our experience available to “datafication,” thus “rendering unto surveillance capitalism” its continuous tithe of raw-material supplies.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 734