The terrifying horizon of (digitalised) social order

This is a powerful statement by Ulises Ali Mejias and Nick Couldry on pg 22 of their data colonialism. I’m not entirely convinced by the book but I think they’re certainly correct to see a radical horizon of (digitalised) social order having opened up in the last decade:

Two possibilities result that, before digital connection, were literally beyond the imagining of corporations or states. The first is to annex every point in space and every layer of life process to forms of tracking and control. After all, everything is in principle now connected. The second is to transform and influence behavior at every point so that this apparently shocking annexation of life to power comes to seem a natural feature of the social domain.