Passage: Commodity fetishism describes the process by which the social relationships between people are transformed into relationships between objects. When we buy a shirt, we see only its price and its style; the human labor, the cotton fields, and the factory conditions are invisible. The shirt becomes a 'fetish'—an object endowed with a life of its own, seemingly independent of its makers. In the digital economy, this fetishism is amplified. We interact with 'platforms' and 'algorithms' as if they were natural forces, forgetting the thousands of underpaid content moderators and data-labelers who keep them functioning.