The accumulation of freedom and knowledge combines with the lack of organic reciprocities with people to shape a third unusual feature of surveillance capitalism: a collectivist orientation that diverges from the long-standing values of market capitalism and market democracy, while also sharply departing from surveillance capitalism's origins in the neoliberal worldview. For the sake of its own commercial success, surveillance capitalism aims us toward the hive collective. This privatized instrumentarian social order is a new form of collectivism in which it is the market, not the state, which concentrates both knowledge and freedom within its domain.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1603