For this reason, we are not convinced by accounts of self-tracking that celebrates its “situated objectivity” (Pantzar and Ruckenstein, “Living the Metrics”), let alone its potential as resistance to corporate data practices (Nafus and Sherman, “This One Does Not Go Up to Eleven”). Yes, these practices are richly contextualized, but as data relations they are part of the means to reproduce the new data-driven capitalism.

Nick Couldry & Ulises A. Mejias, The Costs of Connection, loc. 1138