According to Shoshana Zuboff, professor emerita at Harvard Business School, the Cambridge Analytica scandal was a landmark moment, because it revealed a micro version “of the larger phenomenon that is surveillance capitalism”. Zuboff is responsible for formulating the concept of surveillance capitalism, and published a magisterial, indispensible book with that title soon after the scandal broke. In the book, Zuboff creates a framework and a language for understanding this new world. She believes The Great Hack is an important landmark in terms of public understanding, and that Noujaim and Amer capture “what living under the conditions of surveillance capitalism means. That every action is being repurposed as raw material for behavioural data. And that these data are being lifted from our lives in ways that are systematically engineered to be invisible. And therefore we can never resist.”