Well, it is “For You” then, isn’t it? Not “Here’s what you want” but “here’s what the algorithm has chosen For You”. For You: a bespoke, tailored, never-ending torrent of content that we have picked out based on the relentless automated psychoanalysis we carry out every second of ever day based on every swipe, zoom and key press to keep you outraged, distracted and malleable with the absolute bare minimum of entertainment and dopamine. Bon appetit.