The commodification of behavior under surveillance capitalism pivots us toward a societal future in which market power is protected by moats of secrecy, indecipherability, and expertise. Even when knowledge derived from our behavior is fed back to us as a quid pro quo for participation, as in the case of so-called “personalization,” parallel secret operations pursue the conversion of surplus into sales that point far beyond our interests. We have no formal control because we are not essential to this market action.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 317