Cloud capital’s third nature straddles three types of algorithmic behaviour modification. One strand commands consumers to reproduce cloud capital (i.e. turns them into cloud serfs). A second strand commands waged labour to work harder (i.e. turns proletarians and members of the precariat into cloud proles). And a third strand replaces markets with cloud fiefs. In a sense, cloud capital’s third nature grants its owners (the cloudalists) a great brand-new power to extract surplus value produced in the traditional capitalist sector – as Figure 3 on p. 239 illustrates.
