In Niall Ferguson's book, "The Square and the Tower: Networks and Power, from the Freemasons to Facebook," he explores the evolution of networks and their impact on power dynamics throughout history. Ferguson draws a parallel between historical organizations like the Freemasons and modern social networks, highlighting how connectivity shapes influence and control in society.

Ferguson particularly emphasizes the notion that on platforms like Facebook, 'the user is the product.' This reflects how social media companies leverage user data and interactions to generate profit, shifting power from individuals to corporations. This underscores the intricate relationship between technology, social structures, and individual agency in the digital age.