The unprecedented nature of surveillance capitalism has enabled it to elude systematic contest because it cannot be adequately grasped with our existing concepts. We rely on categories such as “monopoly” or “privacy” to contest surveillance capitalist practices. And although these issues are vital, and even when surveillance capitalist operations are also monopolistic and a threat to privacy, the existing categories nevertheless fall short in identifying and contesting the most crucial and unprecedented facts of this new regime.

—Shoshana Zuboff, The Age of Surveillance Capitalism, (London: Profile Books Ltd, 2019), 14.

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