[...] digital platforms internalize consumption as well, turning it into a form of subtly incentivized labor. Previous forms of labor organization depended on managerial overseers and workers who were rendered into “docile bodies” by, in Foucault’s account, social institutions like factories, prisons and hospitals. Platforms, by implementing code as control, introduce flexibility and mobility to the process, akin to the logistical and managerial innovations brought on by just-in-time production processes popularized by Toyota in the 1970s. Productivity is ensured not by the fear of punishment but by a series of techniques and technologies that allow workers to experience agency even as they are guided toward the expected productive activities. Gamification is central to this.