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In a second stage the aim is habituation. Whereas lawsuits and investigations unwind at the tedious pace of democratic institutions, Google continues the development of its contested practices at high velocity. During the elapsed time of FTC and FCC inquiries, court cases, judicial reviews, and EU Commission investigations, the new contested practices become more firmly established as institutional facts, rapidly bolstered by growing ecosystems of stakeholders. People habituate to the incursion with some combination of agreement, helplessness, and resignation. The sense of astonishment and outrage dissipates. The incursion itself, once unthinkable, slowly worms its way into the ordinary. Worse still, it gradually comes to seem inevitable. New dependencies develop. As populations grow numb, it becomes more difficult for individuals and groups to complain.
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Shoshana Zuboff (The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power)