Algorithms choose what each person experiences through their devices. This component might be called a feed, a recommendation engine, or personalisation. It means each person sees different things. The immediate motivation is to deliver stimuli for individualised behaviour modification. Not all personalisation is part of Bummer. When Netflix recommends a movie or eBay recommends something to buy, it isn’t Bummer. It only becomes Bummer in connection with other components. Neither Netflix nor eBay is being paid by third parties to influence your behaviour apart from the immediate business you do with each site.