Machine intelligence processes behavioral surplus into prediction products designed to forecast what we will feel, think, and do: now, soon, and later. These methodologies are among Google's most closely guarded secrets. The nature of its products explains why Google repeatedly claims that it does not sell personal data. What? Never! Google executives like to claim their privacy purity because they do not sell their raw material. Instead, the company sells the predictions that only it can fabricate from its world-historic private hoard of behavioral surplus.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 303