I want to be very clear: this is dystopian and evil. But it's frustrating to see so many responses along the lines of "gross, *I* would never want this." It's like we've learned no lessons from the last 20 years. Did you want short-form video infinite scrolls? Did you want 40 TV streaming apps? Did you want the pretense of digital privacy to disappear? Did you want independent websites to die and get subsumed into a few mega-platforms run by oligarchs? Did you want every news platform to go behind a paywall? Did you want algorthims to fracture us out of common culture and into a bunch of polarized bubbles? Did you want Amazon to eviscerate bookstores? Did you want your attention colonized by the smartphone? Did you want the general enshittification of your digital life? It doesn't matter what you *want*. It matters what most people will *buy*, and how that will ultimately shape the choices available to *you*, too. We have got to break out of the consumer-choice frame when talking about new technology. You, as an individual, sneering at the slop will not stop it. You, proudly announcing that *you* are too smart and tasteful for this won't stop it. At a certain point, if you want to stop the total obliteration of a common human experience, you will have to turn to the state, to methods of coordinating collective action. You will have to actually fight this thing, not merely abstain from it as an individual consumer preference.