Surveillance capitalists have no interest in murder or the reformation of our souls. Although their aims are in many ways just as ambitious as those of totalitarian leaders, they are also utterly distinct. The work of naming a strange form of power unprecedented in the human experience must begin anew for the sake of effective resistance and the creative power to insist on a future of our own making.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1121