“…You see it everywhere today. The telltale sign is the positive feedback loop. For example, you buy things with your credit card, presumably to satisfy needs or desires in your life. Needs, desires: you purchase at your soft points. That visceral act is actually an interaction: you have just participated in a data-mining operation. Your input feeds a marketing analysis apparatus, and that feeds a product development machine. The system eventually gets back to you with new products responding to the input, and with new ways to reach you, massage your rhythms, air out your viscera, induce you to spend. New needs and desires are created. Even whole new modes of experience, which your life begins to revolve around. You have become, you have changed, in interaction with the system. You have literally shopped yourself into being. At the same time, the system has adapted itself . It ’ s a kind of double capture of mutual responsiveness in a reciprocal becoming” (Brian Massumi, Semblance and Event, MIT Press, 2013:48)
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