The website does link to a lot of scientific studies actually. Both throughout the page and at the bottom.
But I purposefully didn't want to link directly to the PDF's of those studies too much. By pointing to accessible news articles about those studies in the "further reading" section I was hoping to keep things accessible to a wider audience.
This article that appeared in The Guardian today about Social Cooling has some more sources you may like. https://www.theguardian.com/commentisfree/2017/jun/18/google...
And you may also like "Postscript op societies of Control" by philosopher Deleuze, that greatly inspired this view. https://www.qwant.com/?q=Postscript+op+societies+of+Control
We need catchy concepts to reach a wider audience.
I can't satisfy anyone's need for a thorough scientific paper offhand, but I can certainly add anecdotal evidence : I regularly self censor online precisely because I know I'm being tracked in some fashion (and probably in ways I haven't even thought of : retroactive big data analysis 20 years from now is likely to be more sophisticated than it is today). I doubt I'm the only one.