What is actually personalized in this new social knowledge is the fit to commercial targeting. The fit is intimate. As Bruce Schneier puts it, data colonialism today offers “a very intimate form of surveillance.” Tracking provides an “auto-fitting mould,” in Deleuze’s prescient phrase from three decades ago. … That world would provide marketing opportunities without limit: “Sensor revealing that you’re thirsty? Here’s a coupon for smart water.” Or as a marketing professional more bluntly put it, “Treat your customers like dogs.”

Nick Couldry & Ulises A. Mejias, The Costs of Connection, loc. 402