The scale of surplus expropriation that was possible at Google would soon eliminate all serious competitors to its core search business as the windfall earnings from leveraging behavioral surplus were used to continuously draw more users into its net, thus establishing its de facto monopoly in Search. On the strength of Google's inventions, discoveries, and strategies, it became the mother ship and ideal type of a new economic logic based on fortune-telling and selling—an ancient and eternally lucrative craft that has fed on humanity's confrontation with uncertainty from the beginning of the human story.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 277