The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power Highlight

In fact, Varian’s notion of personalization is the precise opposite of the relationships with trusted professionals to which he refers. Doctors, accountants, and attorneys are held to account by mutual dependencies and reciprocities dictated by the extensive institutionalization of professional education, codes of conduct, and procedures for evaluation and review. Violation of these rules risks punishment in the form of professional sanction and public law. Google and its brethren in surveillance capitalism bear no such risks.