Wired's Scott Brown contends that social network sites have moved beyond 'positive deviance' attractors to become the favored ecosystems of cool-hunters and marketeers. Our digital identities can now be inferred or reconstructed via the data-mining of unstructured information. For a pre-digital background on this see Adam Curtis's documentary The Century of Self (2002) on psychologist Sigmund Freud and public relations maven Edward Bernays.