Even if this banal trust in data-hungry devices seems harmless, there is the risk of function creep: the more we become used to tracking as the natural way to find out what to do in our personal lives, the more likely we will be to accept tracking as the infrastructure for knowledge in areas of our lives in which we have long expected less control, such as work.

Nick Couldry & Ulises A. Mejias, The Costs of Connection, loc. 415