A striking example of this new form of control is Big Data. Large data sets can be analyzed computationally to reveal patterns and trends relating to human behavior and interactions. Collection of this data relies on the use of technology by the population and people’s willingness to share personal information. It is collected from social networks, websites, apps, and any use of smart devices. What this digital infrastructure allows its owners to do is unprecedented in our history: To foresee human behavior, to study its patterns, and consequently to develop techniques of control and influence. Shoshana Zuboff has coined this use of private data to shape human behavior in accordance with the marketplace needs ‘Surveillance Capitalism’. Surveillance capitalism: “claims private human experiences for the market dynamic and repurposes private human experience as a free source of raw material for production and sale” (Shoshana Zuboff, 2019). It translates private experience into behavioral data, which then turns into predictions on human behavior which are then traded among businesses.