Mass production and mass consumption have steadily been redefining the Individual such that the term has become synonymous with "Consumer". Behavioral algorithms are the final stage in which the last vestiges of the Individual are being eradicated. They standardize the last, most stubbornly resistant step in the production-consumption process: desire. Because the data shows that people deeply desire the feeling that they are Individuals, our behavioral algorithms must constantly inculcate the illusion that consumption choices are the proper definition of "individuality" in order to accomplish optimum outcomes. Because the truth-value of an algorithm, like any logico-mathematical equation, is its effectiveness in solving a problem upon which it is brought to bear, then, the existence of individuality has actually been proved “true” by virtue of its eradication. We mass-produce individuality.
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