People don't like to part with their money. Isn't that why surveillance capitalism was developed in the first place?

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Maybe. I don’t think so though

Just a case of incentive

Value is subjective, so if I want to, I spend my money

No need for surveillance capitalism in that sense

BUT some people figured out they could create digital monopolies, a “safe and convenient” place for people to socialise, & sell the data to advertisers on the back-end