Song recommendations, video suggestions, related articles – these are just some of the curated features we have come to rely on when using platforms like Spotify, YouTube and online news sites. All of these strategies for making us consume more and more media material draw upon the much-debated concept of personalisation: tailoring content to suit personal preferences. It might sound luxurious, but there are darker consequences to individuals and their communities indulging in the custom-made appeal inherent to many aspects of today’s world.