Here we explore this new reality business, as all aspects of human experience are claimed as raw-material supplies and targeted for rendering into behavioral data. Much of this new work is accomplished under the banner of “personalization,” a camouflage for aggressive extraction operations that mine the intimate depths of everyday life. As competition intensifies, surveillance capitalists learn that extracting human experience is not enough. The most-predictive raw-material supplies come from intervening in our experience to shape our behavior in ways that favor surveillance capitalists’ commercial outcomes.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 70