What you should want us to do is to really build amazing products and to really do that… we have to understand apps and we have to understand things you could buy, and we have to understand airline tickets. We have to understand anything you might search for. And people are a big thing you might search for.… We’re going to have people as a first class object in search… if we’re going to do a good job meeting your information needs, we actually need to understand things and we need to understand things pretty deeply.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1275