How we evolved in such a short span of time to so freely giveaway our data is mind boggling to me.
She describes it as a four stage process. It starts with incursion, in which a company simply seizes something (our data) and claims ownership of it, be it our email contents, search history or blood pressure. Google has relentlessly led the charge and perfected the strategy. There is resistance, usually in the form of lawsuits. Many lawsuits. These drag on for years, which leads to the second stage of the process, habituation. "People habituate to the incursion with some combination of agreement, helplessness, and resignation." Once in a while, governments will impose rulings or regulations that eventually force the company to make changes. This is the adaptation phase, and it may also be triggered by public pressure. The final stage is redirection, in which the company proudly points to the changes it has been forced to make as evidence that it is no longer behaving badly. Meanwhile, it is busily seeking new methods of appropriating and exploiting personal data, which are the raw material surveillance capitalism depends upon to survive. She documents in detail how Google followed this sequence in the development and implementation of Google Maps and Street View, but Facebook has used precisely the same approach.