I don’t know who said it first, but the line has achieved a kind of supernatural resonance online. And for good reason – it describes a kind of modern internet company that provides a free service. These businesses are designed to aggregate a large number of users in order to sell that audience’s aggregate attention, usually in the form of advertising.
But the more the line is repeated, the more it gets on my nerves. It has a stoner-like quality to it (“Have you ever looked at your hands? I mean really looked at your hands?”). It reminds me of McLuhan’s “the medium is the message,” a phrase that is seemingly deep but collapses into pointlessness the moment you think about using it in any practical way.
There are several subtextual assumptions present in “you are the product” I think are dangerous or just plain wrong that I’m going to attempt to tease out here. Many of these thoughts have been triggered by Instagram’s recent cluelessness, but they’re not limited to that. I also want to be clear that I’m not arguing that everything should be free or that we shouldn’t examine the business plans of the services we consume. Mostly I’m just trying to bring some scrutiny to this over-used truism.