Sharing information is less and less our free choice. The society requires high visibility: those, who don't expose themselves become suspicious or excluded. But sharing is just the beginning. The real purpose behind it is profiling. Be that our insurance or health care scheme, unemployment benefit or school curriculum – more and more services depend not so much on who we are in reality, but on the quality of our digital profile. Who designs these algorithms? What business and political stakes are behind? Katarzyna Szymielewicz comments on contents of our digital profiles and its implications.

“Our algorithm will suck you in”, “Scroll more, sleep less”. These are slogans from a “new, revolutionary social platform” Vlop!, being advertised on a mysterious, Black Mirror-like LED truck, cruising the Polish capital city. In reality, the platform does not exist, and was made up as part of a social campaign highlighting the actual harmful effects of BigTech companies that operate today.