Philosopher Luciano Floridi goes further, renaming the very stuff of the self in terms of information. To him, we are not exactly humans anymore but hybrid creatures that Floridi calls "inforgs." … Inforgs are the perfect creatures for the hypernudge to rule when they have been refashioned to always be open to data flows and so continuously available for modulation. But by what? Presumably by some form of intelligence? We could bet everything on artificial intelligence, but few have taken this step. Perhaps modulation by human intelligence exercised at the collective level? US West Coast evangelist Kevin Kelly comes close to this when he celebrates the "technium" (his term for the supposed collective "autonomy" that develops from "the feedback loops in the technological system"). But why believe humans are intelligent at a collective level while ignoring or recklessly overriding humans' ability to be independently intelligent at the individual level?

Nick Couldry & Ulises A. Mejias, The Costs of Connection, loc. 479