The simple, daily act that every individual body does of monitoring whether it has drunk enough water has suddenly become something that happens in a competitive social space. The human body has been reworked into something that requires a distant infrastructure, from which, incidentally, profit can be made. In Rooney's own words, "I have contracted out one of the essential functions of my body to a piece of software." But this is just one small example of something much bigger: the systematic attempt to turn all human lives and relations into inputs for the generation of profit. Human experience, potentially every layer and aspect of it, is becoming the target of profitable extraction.

Nick Couldry & Ulises A. Mejias, The Costs of Connection, loc. 25