The thing is that data IS being used to exploit and control, systematically— with plenty of range in the levels of shadow — but it is any / all, and increasingly within major institutions. It is so much different than choosing who to let into your life and home. People really haven’t let it sink in because the discomfort in understanding is profound. 

Just a few examples cultivated by AI, especially manipulation of individual and group behavior:

Data surveillance can be exploited against you in various ways, including: targeted advertising, price discrimination, identity theft, reputation manipulation, political influence, profiling for discriminatory practices, surveillance by government agencies, stalking, phishing scams, and even manipulation of your behavior through personalized content based on your data; essentially, using your personal information without your consent