The paradoxical truth I’m driving at is that today’s technologies of individualization are technologies of mass individualization. Customization can be surprisingly homogenizing. Everyone, or nearly everyone, is on Facebook: It is the most convenient way to keep track of your friends and family, who in theory should represent what is unique about you and your life. Yet Facebook seems to make us all the same. Its format and conventions strip us of all but the most superficial expressions of individuality, such as which particular photo of a beach or mountain range we select as our background image.