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What do markets see when they look at people? Information dragnets increasingly yield huge quantities of individual-level data, which is analyzed to sort and slot people into categories of taste, riskiness, or worth. Developed to better understand and improve customer experience, these tools deepen the reach of the market and define new strategies of profit-making. We present a new theoretical framework for understanding them. We argue that (1) modern organizations follow an institutional datadoi:10.17605/osf.io/jzy7k fatcat:dyr6ruykxrgotepreht67wecsq