Surveillance and behavior modification

This article says that the ultimate goal of Internet survelliance is behavior modification: http://www.faz.net/aktuell/feuilleton/debatten/the-digital-debate/shoshana-zuboff-secrets-of-surveillance-capitalism-14103616-p2.html?printPagedArticle=true.

What are some possible applications? Let's dream.

1. Consumers when shopping in bricks and mortar stores?
2. Consumers when browsing the Internet?
3. Reduction of information asymmetries in insurance markets?
4. Rewarding employees for good performance?
5. Providing feedback to employees?
6. Replacing supervisors?
7. Replacing salespeople?
8. ...