Although privacy advocates and many other critics of surveillance capitalism are quick to appropriate Orwellian language in the search for meaning and metaphor that capture the sense of new menace, surveillance capital’s instrumentarian power is best understood as the precise antithesis of Orwell’s Big Brother. We now turn to this stark contrast, most vividly represented in the distinct conceptions of utopia that attach to each of these two species of power.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1176