Along these lines, Slavoj Zizek has bemoaned Internet dating as an extension of commodification,the “life-hacking apps… The new frontiers of commodification and capital accumulation are always uneven, murky, and hard to recognize at their birth.
[as] self-Taylorizing programs” central to a process of self-commodification. The rise of finance — financialization — is no exception.
This transformation of social relationships into commercial relationships has a dual character.
The market, particularly during the early days of capitalism, was expanded physically — boundaries were geographically stretched by sail ship, colonial whip and surveyor stick; but the market was also extended through the reconfiguration of relationships and cultural practices toward the extraction of value and profit.
boring and dull if we didn't have somebody nipping at our fin." —from Catfish On the Internet, a "catfish" is a person who creates fake personal profiles on social media sites using someone else's pictures and false biographical information to pretend to be someone other than themselves.