The machine’s interface—its outward representation of the numeric self—is no longer the cold, bureaucratic punchcard. It’s the avatar, the selfie: the lovingly curated, intangible image of the I. The cloud, and particularly its social-networking mechanism, personalizes depersonalization. It allows us to design our own representation of the numeric self. Behind the scenes, it’s still all ones and zeroes, but whereas the punchcard brought the binary code into clear view, the avatarial image hides it. The apparatus of control wears a new face, and that face is our own.