Many of the accepted infrastructures for valuing people today are managed by platforms and are driven by those platforms' incitements to action and the types of data they do or do not value. Insofar as we care about our reputation (and few people don't), we are continuously oriented to what counts as reputation for platforms. … Such soft incitements are formalized in marketers' strategy of gamification. Gamification makes data extraction playful but far from formal—as with games such as Pokémon Go whose playing requires the revealing of location and other data. Gamification, as the president of loyalty marketer Points puts it, creates "a relationship of exchange where consumers are . . . incentivized to share more of themselves: their time, their attention, their information, and ultimately their loyalty."

Nick Couldry & Ulises A. Mejias, The Costs of Connection, loc. 406