control over what they watch and hear. As a result, users deliberately avoid content they disagree with in any form––ideas, sounds, or images. In turn, this siloing can drive political polarization and stoke tribalism. Plus, companies like TiVO analyze how TV show watchers use their remote and DVR capability to skip over programming, such as advertisements––a privacy concern users may lack awareness of as well. Some scholars have even contended that in an age of increased surveillance, users now participate online through the active generation and curation of online images––a form of control. In so doing, users can be seen as rejecting the shame associated with their private lives. Other scholars note that surveillance is fundamentally dependent upon location in both physical and virtual environments. This form of surveillance can be seen in travel websites which enable the user to share their vacation to a virtual audience. The person's willingness to share their personal information online is validated by the audience, since the audience holds the user accountable and the user vicariously experiences pleasure through the audience. Further, users' mobile data is increasingly being shared to third parties online, potentially underscoring the regulatory challenges inherent in protecting users' online privacy. In addition, scholars argue that users have the right to know the value of their personal data. Increasingly, users' digital identity is becoming commodified through the selling and monetizing of their personal data for profit by large companies. Unfortunately, many people appear to be unaware of the fact that their data holds monetary value that can potentially be used towards other products and services. Thus, scholars are arguing for users' to have increased awareness and transparency into this process so that users can become empowered and informed consumers of data. Surveillance capitalism The increased usage of cross-device tracking by advertisers is indicative of the rise of a new era of data extraction and analysis as a form of profit, or surveillance capitalism, a term coined by Shoshana Zuboff. This form of capitalism seeks to commodify private human experience to create behavioral futures markets, in which behavior is predicted and behavioral data is harvested from the user. Zuboff suggests that this new era of surveillance capitalism eclipses Bentham's panopticon, becoming far more encroaching and invasive as, unlike a prison, there is no escape, and the thoughts, feelings, and actions of users are immediately extracted to be commodified and resold. Thus, since