What we witness here is a bet-the-farm commitment to the socialization and normalization of instrumentarian power for the sake of surveillance revenues. Just as Pentland stipulated, these closed loops are imposed outside the realm of politics and individual volition. They move in stealth, crafting their effects at the level of automatic psychological responses and tipping the self-other balance toward the pseudo-harmonies of the hive mind. In this process, the inwardness that is the necessary source of autonomous action and moral judgment suffers and suffocates. These are the preparatory steps toward the death of individuality that Pentland advocates.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1494