The Incident at Target
A recent Business Insider report describes Toru Hinkle, a Target employee, noticing two customers wearing Meta smart glasses. The men asked for a price check, but when Hinkle provided the answer, they kept asking follow-up questions. The glasses, it turned out, were likely being used to capture footage of the interaction. This is not a hypothetical privacy scenario from a speculative technology paper. It happened on a retail floor, during a routine shift, between a worker doing their job and customers using commercially available consumer hardware to surveil them. The organizational implications of this specific incident are considerably more serious than the coverage has acknowledged.
What This Is Not About
Most commentary on Meta glasses and workplace privacy defaults to a consumer rights frame: individuals should know their data is being collected, and companies should disclose their practices. That framing misses the more structurally interesting problem. The Target incident is not primarily a story about individual privacy violation. It is a story about a frontline worker encountering a coordination problem that their organization gave them no tools to handle. Hinkle had no policy to invoke, no escalation path, and no trained response. The competence required to navigate that interaction did not exist within the organizational structure at the point where it was needed.
The Competence Inversion Problem in Physical Space
Research on algorithmic work environments has consistently documented what Kellogg, Valentine, and Christin (2020) describe as the asymmetric information structure between platform operators and platform workers. Workers operate within systems whose decision logic they cannot observe, and organizations rarely close this gap through deliberate training. The Target incident extends this problem into physical space. The "algorithm" here is not a recommendation engine - it is a wearable device whose data collection behavior is opaque to the people it captures. The structural asymmetry is identical: one party has information-gathering capability, the other does not, and the organization sitting between them has done nothing to redistribute that capability.
This is precisely what Hatano and Inagaki (1986) mean when they distinguish routine expertise from adaptive expertise. A policy that says "ask customers to stop recording" is routine expertise. It handles the case it was designed for. But the Meta glasses case is not that case. The glasses do not look like recording devices, the interaction does not feel like surveillance, and the worker has no schema for recognizing the structural features of the situation before it resolves. Adaptive expertise would require understanding why the situation is dangerous before it becomes obvious that it is.
Organizations Are Not Building That Schema
The deeper problem is that organizations like Target are not in the business of building adaptive competence in frontline workers around emerging surveillance technology. This is partly a resources problem and partly a prioritization problem, but it is also a theoretical problem: most organizational training operates on a procedural model. You learn what to do when X happens. The Meta glasses incident does not fit any existing X. It requires workers to reason from structural principles - to ask "what does this interaction pattern tell me about what this person might be doing?" - rather than from memorized responses.
Rahman (2021) documents extensively how the organizational structures surrounding platform and gig workers create what he calls an "invisible cage": workers are constrained by systems they cannot see and have not been trained to interpret. The retail context is not a gig platform, but the structural feature is identical. The constraint is invisible, the worker is unequipped, and the organization is upstream of the problem without being responsible for its resolution.
Why Governance Is the Right Frame, Not Privacy Law
Framing this as a privacy law problem locates the solution in legislation or in Meta's product design. Both of those levers matter. But neither of them addresses the organizational coordination failure that occurred in the moment Hinkle was standing in front of those customers. Governance frameworks that sit only at the platform or regulatory level do not reach the frontline interaction. What is missing is an organizational layer that translates structural changes in surveillance technology into actionable competence at the point of encounter.
Sundar (2020) argues that machine agency introduces new ambiguity into human-computer interaction because the machine's role is not always visible or legible to the human participant. That ambiguity is no longer confined to digital interfaces. It is now present on retail floors, in coffee shops, and in any space where commercially available AI-enabled hardware can be worn without detection. Organizations that have not built internal schemas for recognizing and responding to that ambiguity are not behind on technology adoption. They are behind on a coordination problem that is already affecting their workers today.
The Practical Implication
The Meta glasses incident at Target is a useful case precisely because it is mundane. It did not involve a data breach or a corporate espionage operation. It involved two people, a retail worker, and hardware that is for sale at consumer electronics stores. That mundanity is the point. Organizational theory has well-developed tools for analyzing how firms respond to technological disruption at the strategic level. It has considerably less to say about how competence gets distributed to the workers who encounter that disruption first, without warning, in the middle of a shift. That gap deserves more attention than it is currently receiving.
Roger Hunt