Quanta are watching you: The Observer Effect

I recently read the book “The Circle” by Dave Eggers. It’s about a Facebook-Twitter-like Internet company called “The Circle” that wants to create complete transparency and networking – privacy, unfortunately, falls by the wayside. The quote above is by one of the Circle bosses and he uses it to justify his ubiquitous surveillance. I am sure that we would all answer this question affirmatively. We behave differently under surveillance than when we are alone. So does that mean that pure observation influences our behaviour?