I like this framing by Zuboff in Surveillance Capitalism as a way of talking about what Bacevic has described as independent irrational animals. It fits interestingly with what Ben Tarnoff and Moira Weigel describe as ‘tech humanism’: the belief that “unhealthy and inhumane” business models can be fixed through better design which rests on an ironically dehumanising language of our ‘lizard brains’ being ‘hijacked’.
In the early pages of Surveillance Capitalism there is an evocative description of personal loss. Shoshana Zuboff recounts the experience of watching her house burn down, struggling to recognise the reality of what she was saying. The point she is making is that the unprecedented character of this event left her unable to fully comprehend what was taking place.