>Every time we go online to enjoy the services of these algorithms, we have no option but to cut a Faustian deal with their owners. To use the personalised services their algorithms provide, we must submit to a business model based on the harvesting of our data, the tracking of our activity, the invisible curating of our content. Once we have submitted to this, the algorithm goes into the business of selling things to us while selling our attention to others. At that point something more profound kicks in which gives the algorithm’s owners immense power – to predict our behaviours, to guide our preferences, to influence our decisions, to change our minds, to thereby reduce us to their unpaid servants, whose job is to provide our information, our attention, our identity and above all the patterns of behaviour that train their algorithms…. > >Cloud capital… can reproduce itself in ways that involve *no waged labor*. How? By commanding almost the whole of humanity to chip in to its reproduction – for free! [[Varoufakis, Yanis - 2023 - Technofeudalism|82]] >The same algorithm that we help train in real time to know us inside out, both modifies our preferences and administers the selection and delivery of commodities that will satisfy these preferences. [[Varoufakis, Yanis - 2023 - Technofeudalism|90]]