The goal of everything we do is to change people’s actual behavior at scale. We want to figure out the construction of changing a person’s behavior, and then we want to change how lots of people are making their day-to-day decisions. When people use our app, we can capture their behaviors and identify good and bad [ones]. Then we develop “treatments” or “data pellets” that select good behaviors. We can test how actionable our cues are for them and how profitable certain behaviors are for us.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 927