I appreciate Zuboff's eloquence, and that she dares problematize capitalism (as a business school professor, no less), let alone her strenuous efforts to innovate social theory on the nature of contemporary capitalism. But I'm skeptical as to whether she has contributed much which hasn't been said before, in different parts and ways, from Marx, to the Frankfurt School, to Stuart Ewen and other critics of consumer capitalism, to the many authors currently sounding the same alarms about the perils of our still developing digital economy.Further, I think Zuboff is wrong about a number of her specific arguments, most notably those around the originality and "rogue" nature of "surveillance capitalism." For instance, a couple of quotes, then my critique:"Surveillance capitalism is not technology; it is a logic that imbues technology and commands it into action. Surveillance capitalism is a market form that is unimaginable outside the digital milieu, but it is not the same as the 'digital.'" (p.15, Kindle Edition)Also, this:"Surveillance capitalism employs many technologies, but it cannot be equated with any technology. Its operations may employ platforms, but these operations are not the same as platforms. It employs machine intelligence, but it cannot be reduced to those machines. It produces and relies on algorithms, but it is not the same as algorithms. Surveillance capitalism’s unique economic imperatives are the puppet masters that hide behind the curtain orienting the machines and summoning them to action." (p. 16, Kindle Edition)Thus, Zuboff strangely insists that what's unique about "surveillance capitalism" is not the technology, but its masters.Beyond the fact that these masters or internet execs make so much more money in the internet era, what's unique about them? I don't see how they're different from prior capitalists besides precisely the new tech (internet, cell phones, social media and probably most portentously, and still developing...the internet of things) at their disposal which makes so much more profit, knowledge and control possible. The tech -- not the "logic" or "puppet masters" -- is what's new!Further, goods, services and consumers are still vital to surveillance capitalists, contrary to Zuboff's claims. The Big Five (Google, Amazon, Facebook, Apple, Microsoft) all make significant profits from hawking goods and/or services. Facebook is free but it's a consumer service essential to their ability to collect and sell consumer data. And, the surveillance and control of individual consumers -- not the companies that buy the info -- are at the heart of the profit of and problems with surveillance capitalism.I could go on. I don't question the facts that Zuboff is pointing out, which are indeed alarming, though plenty of others are sounding those alarms (e.g., I hear such facts discussed frequently on NPR). I do question the novelty and accuracy of Zuboff's arguments -- the specific claims she makes as she tries to pulls those facts together into an original theory of surveillance capitalism.