Surveillance capitalism's profits derive primarily from these behavioral futures markets. Although advertisers were the dominant players in the early history of this new kind of marketplace, there is no reason why such markets are limited to this group. The new prediction systems are only incidentally about ads, in the same way that Ford's new system of mass production was only incidentally about automobiles. In both cases the systems can be applied to many other domains.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 305