In today's digital age, the focus has shifted from questioning whether social media platforms spy on us to understanding how well they seem to know us. The concept of ‘surveillance capitalism’ suggests that data is the new oil, and our privacy is sacrificed for ostensibly free services. Users are left to ponder how their thoughts and preferences are being interpreted by these platforms.

The article argues against the common belief that apps are listening to our calls via microphones, stating that processing vast amounts of audio data would require immense computational energy. Instead, the more frightening truth is that companies rely on predictability targeting, which means they track users' geographical locations, scrolling habits, and how long they linger on certain pictures to create detailed psychological and behavioral profiles. This methodology ensures that companies build a comprehensive understanding of users without ever needing to hear their conversations.

An example provided illustrates how proximity between users can influence algorithmic behavior. If one friend searches for camping gear, the algorithm may assume their conversation was about camping when ads begin appearing, demonstrating a near-instantaneous response to user behavior. This creates a perception that these platforms are not just observing but actively participating in predicting personal interests and needs, thereby amplifying concerns around individual privacy and the ethical implications of such data usage in social media.