Microsoft CEO Satya Nadella comments on the digital personal assistant, Cortana: “It will know your context, your family, your work. It will also know your world. It will be unbounded.” The resulting forms of self-reflection and community exchange are, as Taina Bucher puts it, “force-relations,” relations with external entities and processes that intimately expose us to the economic forces of capitalism.

Nick Couldry & Ulises A. Mejias, The Costs of Connection, loc. 516