This is a new frontier of behavioral surplus where the dark data continent of your inner life—your intentions and motives, meanings and needs, preferences and desires, moods and emotions, personality and disposition, truth telling or deceit—is summoned into the light for others' profit. The point is not to cure but to render all of it as immeasurably tiny bits of behavior available for calculation so that each can take its place on the assembly line that moves from raw materials to product development, manufacturing, and sales.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 796