There is also the ideology of datafication, which insists that every aspect of life must be transmuted into data as the form in which all life becomes useful for capital. Practically, this means not just attachment to a computer connection but the removal of any obstacles to corporate extraction and control of data once that connection is established. The point is not that data itself is bad but that the compulsion to turn every life stream into data flows removes what was once an obstacle to extracting value from those life streams.

Nick Couldry & Ulises A. Mejias, The Costs of Connection, loc. 96