Surveillance capitalists work hard to camouflage their purpose as they master the uses of instrumentarian power to shape our behavior while evading our awareness. That is why Google conceals the operations that turn us into the objects of its search and Facebook distracts us from the fact that our beloved connections are essential to the profit and power that flow from its network ubiquity and totalistic knowledge.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1411