For example, Google, which is said to be "the pioneer of surveillance capitalism"[5] introduced a feature that used "commercial models … discovered by people in a time and place".

Advertising attempts this technical and specific can easily have an impact on the one's decision-making process in the activities they choose and in political decisions.

[6] Small businesses will also benefit in potentially growing faster than they would have without knowing consumer demands and wants but would need to pay corporations for access to knowledge.

This leaves surveillance capitalism as an exceptionally useful tool for businesses, but also an invasion of privacy to users who do not want their private experience to be owned by a company.

[9][10] Sam DiBella, writing for the LSE Blog, criticised the book, feeling its approach could "inspire paralysis rather than praxis when it comes to forging collective action to counter systematic corporate surveillance.