The paradox of personalisation 

From Zizek’s Trouble in Paradise, pg 57. This isn’t necessarily the case but it’s a claim that holds true in the absence of personal tech skills and a disposition to  exercise then:

The paradox is that, the more the small item (smartphone or iPod) I hold in my hand is personalized, easy to use, ‘transparent’ in its functioning, the more the entire set-up has to rely on the work being done elsewhere, in a vast circuit of machines which coordinate the user’s experience. The more our experience is non-alienated, spontaneous, transparent, the more it is regulated and controlled by the invisible network of state agencies and large private companies that follow their secret agendas.