It is to articulate a vision that, against the background of Big Data reasoning, will appear counterintuitive to many, a vision that rejects the idea that the continuous collection of data from human beings is a rational way of organizing human life. From this perspective, the results of data processing are less a natural form of individual and societal self-knowledge than they are a commercially motivated “fix” that serves deep and partial interests that as such should be rejected and resisted.

Nick Couldry & Ulises A. Mejias, The Costs of Connection, loc. 621