Surveillance capitalism came about when some crafty software engineers realized that advertisers were willing to pay bigtime for our personal data. The data trade is how social media platforms like Google, YouTube, and TikTok make their bones. In 2022, the data industry raked in just north of $274 billion worth of revenue. By 2030, it's expected to explode to just under $700 billion. Targeted ads on social media are made possible by analyzing four key metrics: your personal info, like gender and age; your interests, like the music you listen to or the comedians you follow; your "off app" behavior, like what websites you browse after watching a YouTube video; and your "psychographics," meaning general trends glossed from your behavior over time, like your social values and lifestyle habits. In 2017 The Australian alleged that [Facebook] had crafted a pitch deck for advertisers bragging that it could exploit "moments of psychological vulnerability" in its users by targeting terms like "worthless," "insecure," "stressed," "defeated," "anxious," "stupid," "useless," and "like a failure." The social media company likewise tracked when adolescent girls deleted selfies, "so it can serve a beauty ad to them at that moment," according to [former employee Sarah] Wynn-Williams. Other examples of Facebook's ad lechery are said to include the targeting of young mothers based on their emotional state, as well as emotional indexes mapped to racial groups.