Elevator operators, coal shovelers, lamp lighters: these are just a few of the many jobs that no longer exist. Capitalism and technological transformation have led to ceaseless upheaval in the world of work. Good jobs become gig jobs, factories empty, and the office becomes an assembly-line. But work as we know it is a relatively recent invention. Today we are witnessing a new chapter in the history of work, as capital deploys the latest technologies, like social media, where activities as basic as friendship are turned into profit-making labour for big tech. Far from lessening the burden, these technologies are helping to turn even the experience of mere selfhood into work.