In today’s digital world, corporations and governments can afford to store ever increasing amounts of data about the identities and behaviors of digital actors. By extracting patterns and interpolating future intentions and risks, data owners create an informational asymmetry. When I search for a traditional Lasagna recipe, the search engine is already combining this query with thousands of other queries to project the risk of me getting certain diseases associated with eating fattening foods. Thanks to the search engine, I get to cook a tasty lasagna, but my identity is directly or indirectly, and mostly without my awareness, revealed to marketers, health insurance providers, employers, researchers, and whoever else may profit from my Lasagna bits and bites (cf. Pettypiece and Robertson 2014).