A new “fictional commodity” is emerging as a dominant characteristic of market dynamics in the 21st century. “Reality” is about to undergo a fictional transformation and be reborn as “behavior.” This includes the behavior of creatures, their bodies, and their things. It includes actual behavior and data about behavior. It is the world-spanning organism reborn as information and all the tiniest elements within it. This dominion over “reality” is the new currency of the networked surveillance sphere.
— Shoshana Zuboff, Dark Facebook