This evasion is neither accidental nor incidental, but actually essential to the structure of the whole surveillance capitalist project. Individual awareness is the enemy of telestimulation because it is the necessary condition for the mobilization of cognitive and existential resources. There is no autonomous judgment without awareness. Agreement and disagreement, participation and withdrawal, resistance or collaboration: none of these self-regulating choices can exist without awareness.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 963