In The Age of Surveillance Capitalism, Shoshana Zuboff writes that accurate predictions of future actions generate revenue, and that “the surest way to predict behavior is to intervene at its source and shape it … machine processes are configured to intervene in the state of play in the real world. These interventions are designed to enhance certainty by doing things: they nudge, tune, herd, manipulate, and modify behavior in specific directions by executing actions as subtle as inserting a specific phrase into your Facebook newsfeed, timing the appearance of a BUY button on your phone.”