Ultimately, to challenge Facebook, Google, and the many unknown players of the data economy, we must devise new business models and structural incentives that aren’t rooted in manipulation and coercion; that don’t depend on the constant surveillance of users, on gathering information on everything they read and purchase, and on building that information into complex dossiers designed to elicit some action — a click, a purchase, a vote. We must move beyond surveillance capitalism and its built-in inequities.