What has been forgotten here is that the Common Rule was the product of a similar challenge to principles of individual autonomy and democratic fidelity. It was one result of a deeply contested struggle in which democratically minded public officials joined with social activists, scholars, and litigators to resist the design, development, and deployment of behavioral modification as a mode of governmental power. It was not long ago that US society mobilized to resist, regulate, and control the means of behavioral modification, and it is this history that we can now draw upon to rediscover our bearings and rouse our awareness.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1004