Razinsky diagnoses algorithmic personalization as a paradoxical technology of subjectivation. The more platforms claim to tailor environments to an individual, the less they address a coherent subject: the person is dispersed into a data double assembled from heterogeneous traces and inferences. Hyper-individuation thus produces disindividuation. The paper’s strongest conceptual move is to place alterity at the centre of this contradiction. Personalization appears to remove friction and comparison, creating “societies of one”, yet the data double is built from the statistical residues of innumerable others. Otherness is therefore neither absent nor present in recognisable form; it is decomposed, averaged and silently reintroduced as algorithmic mediation. Methodologically, Razinsky develops a critical theoretical synthesis around data doubles, algorithmic governmentality and personalization rather than treating recommendation systems as neutral technical devices. The paper bridges philosophy of subjectivity with media theory and data studies by showing that common space and the social conditions of individuation are themselves being reorganised through operational infrastructures.