While this does not foreclose the essential work of writing one’s life, it does mean we must do the work of tracing the emerging social ontology of the digital and the ways in which it simultaneously stratifies and produces new populations. On the surface, Web 2.0 looks overly individualist, often desiring to link an individual face to an individual name to individual content (the three often married as “the brand”), but it is fundamentally a terrain of aggregation, parsing, and categorization. Data and digitally are now fundamental social actors in the equation of “the personal is political.” How we understand their (often uneven) relations to our lives is the feminist work of our time.