One respected analyst of people's use of fitness trackers seems to recognize the problem with orthodox Marxism but draws the wrong conclusion, claiming that, while not intuitively labor, such activities must nonetheless be understood as really labor. He says, "Regardless of how we might like to conceptualize exercise activities that are tracked, they are labor, because the corporations are treating them as such. Surplus value will be extracted from these activities by corporations, as if they were work" (Till, "Exercise as Labour," 452).

Nick Couldry & Ulises A. Mejias, The Costs of Connection, loc. 778