Some machines know far too much about us. And if they can also recognise us, there will be nowhere left to hide. “Ah! You have something to hide then!” Well, no, it’s just that experience has taught us that the information about us and the data we produce can be used for purposes we do not understand, that we do not want. This is what mass profiling is for: to make us docile consumers, individuals to be persuaded and manipulated in political and commercial campaigns, subjects to be monitored on the straight and narrow path of the majority.