There was a time when you searched Google, but now Google searches you. Advertisements for Google Home feature loving families leading busy, intricate lives but visibly relieved to return home and fall into the arms of this omniscient, efficient caretaker. This second-modernity dream come true extracts an unusually high tax for its promise of a more effective life. For each user to have his or her own individual Google, as Pichai envisions, Google must have each individual.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 815