Sometimes it feels that to be a good surveillance theorist you are also required to be a good storyteller. Understanding surveillance seems to uniquely rely on metaphor and fiction, like we need to first see another possible world to best grasp how watching is happening here. Perhaps the appeal to metaphor is evidence of how quickly watching and being watched is changing – as a feature of modernity itself in general and our current technological moment in particular. The history of surveillance is one of radical change, and, as ever, it is fluctuating and rearranging itself with the new, digital, technologies of information production and consumption. Here, I’d like to offer a brief comment not so much on these new forms of self, interpersonal, cultural, corporate, and governmental surveillance as much as on the metaphors we use to understand them.