The capitalist who produces surplus-value – i.e., who extracts unpaid labour directly from the labourers, and fixes it in commodities, is, indeed, the first appropriator, but by no means the ultimate owner, of this surplus-value. He has to share it with capitalists, with landowners, etc., who fulfill other functions in the complex of social production. Surplus-value, therefore, splits up into various parts. Its fragments fall to various categories of persons, and take various forms, independent the one of the other, such as profit, interest, merchants’ profit, rent, &c. It is only in Book III. that we can take in hand these modified forms of surplus-value.
On the one hand, then, we assume that the capitalist sells at their value the commodities he has produced, without concerning ourselves either about the new forms that capital assumes while in the sphere of circulation, or about the concrete conditions of reproduction hidden under these forms. On the other hand, we treat the capitalist producer as owner of the entire surplus-value, or, better perhaps, as the representative of all the sharers with him in the booty. We, therefore, first of all consider accumulation from an abstract point of view – i.e., as a mere phase in the actual process of production.
So far as accumulation takes place, the capitalist must have succeeded in selling his commodities, and in reconverting the sale-money into capital. Moreover, the breaking-up of surplus-value into fragments neither alters its nature nor the conditions under which it becomes an element of accumulation. Whatever be the proportion of surplus-value which the industrial capitalist retains for himself, or yields up to others, he is the one who, in the first instance, appropriates it. We, therefore, assume no more than what actually takes place. On the other hand, the simple fundamental form of the process of accumulation is obscured by the incident of the circulation which brings it about, and by the splitting up of surplus-value. An exact analysis of the process, therefore, demands that we should, for a time, disregard all phenomena that hide the play of its inner mechanism.
Marx, Capital, Volume 1 (Progress Publishers, 1887), p.400
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Those in charge have even made sure, therefore, that we humans having the leisure are not at liberty to make use of it as we please. It's as if we needed to work more as consumers in proportion as we work less as producers. As if consumption no longer signified a satisfaction, but rather a social obligation. Moreover the technological equipment of leisure increasingly resembles that of labor. While in our fooling around on the Internet all our clicks produce the data that the GAFA resell, work is tricked out with all the enticements of gaming by introducing scores, levels, bonuses and other infantilizing caveats.
The Invisible Committee, Now, p.95

Marx decides to initially simplify the problem here by not considering the sphere of circulation. This sphere is very critical for the model of advertising and modern social media and. The power they have obtained arguably makes them the main appropriators of value, even if they are not the ones directly appropriating the unpaid labor.
Another interesting argument on this is Varoufakis’ regarding technofeudalism. E.g. if cloud capital extracts a big chunk of the surplus value in the economy as rent by controlling the sphere of circulation, how much does the general paradigm change? Is it still “traditional” capitalism or do we consider it something else, such as technofeudalism?