Human data is not actually raw, but business often imagines it is. Human life first needs to be configured so as to “naturally” generate a resource such as data. Momentary data about one individual’s actions or properties is worthless unless it can be combined with data about other individuals, actions, moments, and properties to generate relations between data points, and that is why an infrastructure has been built to ensure this.

Nick Couldry & Ulises A. Mejias, The Costs of Connection, loc. 45