terranova and social factory

i was interested in the idea of free labor and the social factory that terranova brings up in one of the readings. terranova describes the “social factory” as "a process whereby 'work processes have shifted from the factory to society, thereby setting in motion a truly complex machine.'" this social factory seems to just follow up and continue in the tradition of the way discipline implicates itself into society in Deleuze's postscript on societes of control, and additionally, to the way google turns work into play and play into work and how user-generated content (like on youtube) is produced in the guise of play.