Everything becomes surveillance at some point.
I offer that the challenge isn't surveillance but disproportional surveillance. That is, the harms that follow modern data collection occur because that data is locked away from you and me. Presently, power from data is reserved for those already in power. This allows them to leverage our data against all of us, w/o meaningful consequences.
If we want responsible data use, I believe the surest way to achieve that is thru equal access by default. In that scenario, those in power are far more motivated to desire safeguards for everyone - instead of the perverse incentives that we all enjoy today.