Whileitmaysoundcontradictory,evenpersonalizationisanormalizingaction.Thepersonalizedprofilesor‘filterbubbles’generatedbyplatformssuchasGoogleandFacebookoperateonstandardizedalgorithms;whilethepredictionsabout‘whoyouareandwhatyou’lldoandwantnext’maybeuniquefordifferentsubjects,theyareuniqueonlyinlinewiththerulesofthealgorithm.

atrendthatshecallsa‘modernexampleofatragedyofthecommons.’[33]Justasintheclassicversion,subjectswhoprotecttheirdatacontinuetoreapthecollectivebenefits(suchasinmedicine)ofdataleftinthecommons,yetthosebenefitsarethreatenedandwilldegenerateasdatasubjectsoptout.Othersstrikeadifferentwarning,arguingthattheanonymizationofidentityleadstocrowdbehaviourandsubjectstakinglessresponsibilityforwhattheysayanddoandincreasesthelikelihoodoftheirmisbehaving.[34]Boththeargumentsforandagainstanonymizationasasolutionpresumethatwhatisatissueisprotectingthe‘datadoubles’ofcitizensubjects.