Facebook CEO Mark Zuckerberg shares these totalistic ambitions, and he is increasingly frank about “society,” not just the individuals within it, as subordinate to Facebook’s embrace. His “three big company goals” include “connecting everyone; understanding the world; and building the knowledge economy, so that every user will have ‘more tools’ to share ‘different kinds of content.’” Zuckerberg’s keen appreciation of second-modernity instabilities—and the yearning for support and connection that is among its most-vivid features—drives his confidence, just as it did for Google economist Hal Varian. The corporation would know every book, film, and song a person had ever consumed. Predictive models would enable the corporation to “tell you what bar to go to” when you arrive in a strange city. The vision is detailed: when you arrive at the bar, the bartender has your favorite drink waiting, and you’re able to look around the room and identify people just like you.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1279