In fact, the datafication of everything is reductive. For a start, it leaves behind whatever can’t be quantified. And as Cathy O’Neil points out in her insightful and disturbing book Weapons of Math Destruction: How Big Data Increases Inequality and Threatens Democracy, datafication often relies on proxies—stand-ins that can be enumerated—that bear little or no relation to the things they are supposed to represent: credit scores as a proxy for the likelihood of being a good employee, for example, or “big five” personality tests like the ones used by the Cambridge Psychometrics Centre, even though, as O’Neil reports, “research suggests that personality tests are poor predictors of job performance.”