In a third stage of the cycle, when Google is occasionally forced to alter its practices, its executives and engineers produce superficial but tactically effective adaptations that satisfy the immediate demands of government authorities, court rulings, and public opinion. Meanwhile, in a final stage the corporation regroups to cultivate new rhetoric, methods, and design elements that redirect contested supply operations just enough so that they appear to be compliant with social and legal demands. The creativity, financial resources, and determination brought to the task of managing this staged process are flexible and dynamic. In contrast, the operational necessity for economies of scale in the capture of behavioral surplus is a perpetual-motion machine whose implacable rhythms offer no room for divergence.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 441