From social science to sci-fi movies, a society controlled by algorithmic intelligence has been presented as an inevitability of our shared human condition. This is not without reason. All around us, we see evidence of an explosive growth in the volume, velocity and variety of data production. The affective and cognitive labour of our social interactions online produces invaluable information for capitalism today. And technologies such as radio-frequency identification (RFID) and the Internet of Things ensure a total digital encompassing of the physical. In datafication, post-modernity meets a Kafkaesque predicament: we are because we are tracked!