“This trend toward oceanic volumes of cultural microproducts can be associated with run-of-the-mill neoliberal prosumerism, but there’s more here than meets the eye. While classical accounts of neoliberal prosumerism integrate the subject as an active participant in a joint consumption-production process (e.g., the customization of products, creative work hosted on digital platforms, etc.), in fact, the subject has become more and more passive as both consumer and producer, a receding witness to a spectacle of fully autonomous consumption-production that occupies more and more of the subject as a substrate or pass-through medium.”