Shoshana Zuboff's concept of surveillance capitalism describes an economic system where human experience is claimed as free raw material for hidden commercial practices. This article summarizes the key arguments: how behavioral surplus is extracted, how prediction products are manufactured and sold, and how instrumentarian power shapes behavior at scale. It then examines the business alternatives — privacy-preserving business models, federated learning, differential privacy, and data cooperatives — arguing that the current data economy model is neither inevitable nor sustainable.